Many companies struggle regarding writing engaging content (including blog posts, email campaigns, landing pages, and web pages). This isn’t solely the result of the quality of writing or the content itself, but rather a matter of ego.
More specifically, it’s injecting healthy doses of ego into your content that inevitably ends up turning off your readers and ruining the engagement factor.
Imagine if you were on a first date or met a new business contact and the other person only talked about himself or herself. How engaged would you be? What is your impression of the other person? Pompous? Arrogant? Self-absorbed?
That is the resulting feeling when visitors wind up on your webpage and find your posts read like lengthy promotional pieces rather than informative or valuable pieces. Content that is primarily ego-driven consists of a lot of “we”, “I” and “me”, and provides the reader with very little of value.
Luckily, removing the ego from your content so it is engaging and keeps readers interested in what you are saying can be accomplished by following some simple tips. Here are five that will point you in the right direction:
Speak Directly to Your Readers
In order to creating ego-free content, it is suggested that you write in the 2nd person, by speaking to your readers directly, mimicking a conversation.
Just envision that one ideal customer or prospect in your mind and have a conversation with them. And once you take care of their ego by presenting benefits and adding value, then you can back it all up with features about your products, services, processes, etc. If you can remember the power of “you” when writing content, everything will start to fall into place.
No One Cares About You
Harsh though it may sound, you need to ascertain why people are reading your content because it’s not always to hear about how great your content is, or how great you are.
People care only about themselves when they decide to engage with your content, for example, they’re seeking instructions, a solution, a recipe and more. So, when they start reading about you, there is an immediate disconnect that breaks the trance, and their escape is only a mouse click away.
Create an Engaging Title
Your online content’s first point of contact is its title, headline and subject line – this is where you draw your readers in and attract their attention. Avoiding detracting readers by adding your ego to the title even before they land on the body of content.
Some effective ways to create an ego-free title include:
- Rounding up your audience – ‘Attention SEO Experts!’
- Promising benefits inside – ‘Get Your Clients to Page One with These SEO Tips’
- Numbered lists – ‘5 Ways to Create Blog Posts for Maximum Engagement’
- Making it a ‘how-to’ – ‘How to Write Email Subject Lines that Get Opened Every Time’
- Asking an intriguing question – ‘Do You Make These Common Content Writing Mistakes?’
Take Your Time
Another sign of ego is indicated when you try and rush a sale without establishing a relationship with your customer. It is encouraged to take your time, as a digital marketer, when gradually bringing prospects through a process.
There is always a natural place to wrap up any piece of content, and word counts will vary depending on when that is. Just don’t take your readers by the arm and rush them through to the end of the post so you can finally say what you wanted to say from the beginning.
Take your time, follow the guidelines above and you’ll be left with content that is engaging, informative and helps you reach your goals.
Focus On Adding Value
In the book ‘Hypnotic Writing’, author Joe Vitale says you need to get out of your ego and into your readers’ ego. Once you do that, you will only be writing in a way that engages your readers and adds value to their lives.
Right from the very start, you should consider how you are going to add value to your prospects or customers and not how many sales you’re going to make. The old Google rule of “useful and relevant” content still holds true.
Value-added content harnesses a bond of trust. Nurturing a bond of trust is a critical element in establishing healthy leads, conversions and sign-ups. You will be able to efficiently create ego-free content by providing content to your readers that add value to their lives.
Credit to Cara McCarron via the WSI Network and for further discussion follow them @wsiworld.