how to write informational and actionable online content
DESCRIPTION
Readers come in two types: just readers and those who read and take action. Learn how to write to increase action and impact your bottom line.TRANSCRIPT
Online Writing In 30 Minutes October 19, 2011
“Informational or Actionable: How To End Your Blog”
Blogtalkradio.com/terristurnerWednesdays - 1:00 pm CST
Informational Content Can:
Increase brand awareness
Build customer loyalty
Generate leads
Promote website traffic
Share and validate thought leadership
Nurture past, current and future customers
What Content Can DoE
Informational Content Cannot:
Close a sale
Guarantee increased revenues
Bring more clients/customers
WITHOUT ACTION, FOLLOW UP AND MORE ACTION
What Content CanNOT DoE
1. Start by writing to
• Educate
• Entertain
• Engage
• Enrich experiences
How To Write for ActionE
2. Be sure content is written for reader by addressing:
• What is the problem (pain, predicament)?• Why hasn’t this problem been solved?• What is possible?• What is different now?• How can I save reader time, energy and/and
money?
How To Write for ActionE
3. What should you do now?
ASK THE READER TO TAKE ACTION WITH ACALL TO ACTION.
Next – Ask For ActionE
1. Call To Action Best Practices http://terristurner.com/training/call-to-action-writing.html
2. Design for ASK. Easily noticeable. Bold finish to “Z” or “F” eye scan pattern.
3. When Old is New Again. The PS as a teaser billboard
The AskE
P.S. Thanks for all of the awesome comments (bandwagon effect – comment like everyone else is!) about my eBook guide! I just released a printer-friendly black and white version for easy printing (benefit), so you don’t waste your ink (another benefit). If you haven’t gotten my eBook guide yet, just enter your name and email below (ASK – telling how to do it) to get it for free (another benefit)! Killer content coming in the newsletter as well (building anticipation – reason to check back). Take care!
PS Ask ExampleE
State the Call To Action clearly
Tell the reader
what to dohow to do it, and what they can expect once they have clicked, signed-up, etc.
Reassure readers of security and privacy
Minimal hassle to fill out forms
How to ASKE
4. What Should The Reader Do Now?
• Pick up the phone• Register• Sign up • Subscribe to RSS feed• Click the link to go read something• Click the link to buy something• Ask a question• Fill out a survey, vote• Enter a contest• Hire you
How To Write for ActionE
Ready to learn to write so your customers will buy? Want one FREE instructional rewrite? Schedule a meeting now.
Call: 913-406-8636
Email: [email protected]
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My Call To ActionE