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How to Use Content to Convert

how to use content to convertYou might think you have unbeatable products and services, but if you’re not getting the conversions you’re expecting, the issue could lie with your content. To create content that converts well, you need to add a personal touch and think like your customer.

Talk about the benefits, not the features

Too many marketers overlook the importance of telling their customers what their product will allow them to do. Think of it like so: people aren’t interested in purchasing a bed. What they want is a good night’s sleep.
Feature-heavy content tends to assume that an audience has a certain level of technical understanding. Unfortunately, many prospects start searching for a new product when they have little to no knowledge. Feature-heavy content also often results in a list-like recount, which makes for boring reading.

Instead, focus on what outcomes your business can deliver. If you sell marketing automation software, for example, you’ll focus on how your product can save time, nurture leads and show clients from where their valuable leads are coming. Not only does this tell more of a story, but it also touches on prospects’ pain points, which we’ll expand on below.

Focus on your audience’s self-interests

You might think your prospects will want to hear that your product or service is the best, or number one in New Zealand, but all this serves to do is alienate your future customers while overlooking their pain points.
When writing content for your business, leave behind your self-interests and focus on those of your customers. How can your business address their fears or concerns? How will it benefit them and what will they enjoy from choosing you? Start writing like this and you’ll soon see better conversions.

Craft a compelling call-to-action

There are basic principles to follow when crafting a call-to-action that works. Firstly, it needs to stand out from all the other copy on your website. The fact is that most people visit multiple websites before making a final purchase decision. As such, your call-to-action needs to be clear so that it can be identified with one quick glance. A call-to-action also needs to be straightforward. Try limiting yours to between 10-15 words, and use words that create a sense of urgency like “now” or “today”. There’s no need to feel like you have to re-invent the wheel when creating a call-to-action. Most importantly, it needs to be placed logically (such as at the end of a blog post where you ask readers to download your eBook), and it needs to make clear what you are asking of your prospects.

Utilise marketing automation software

Not only does marketing automation software assist in helping you to manage your time, it’s also highly effective at personalising your communication with your audience. Carefully calibrated emails that address your customers’ barriers to converting can do wonders for convincing them to make that purchase. A prime example includes shopping cart abandonment emails, which expose your could-be customer to the product that they’ve left behind. It also reminds them that it can be shipped in a short amount of time, and, if done right, could expose them to other products you offer, which could compel them to take action