It must also be so interesting, engaging and informative that the reader can’t put it down - or, at minimum, feels compelled to skim it to glean the important points.įortunately, there are a number of useful tools at your disposal for building credibility and overcoming the reader’s skepticism. It’s not enough to make the content easy to read. Concise means telling the complete story in the fewest possible words - no rambling, no redundancy, no using three words when one will do. Brief means “short.” If you want to be brief, simply cut words until you reduce the composition to the desired length. The key point is that concise and brief aren’t synonyms. Related: 9 Ways Your Content Marketing Can Generate Leads and Close Sales Concise On the other hand, when you understand your subject matter, know your audience and have a useful and important idea you want to convey, the clarity of your writing will inevitably reflect that. If you don’t really understand what you’re talking about, your writing will be weak, rambling and obtuse. This is sensible, as they make your content easier to read.īut clear writing stems primarily from clear thinking, and the converse is also true. The typical advice given in writing classes about clarity is to use small words and short sentences, paragraphs and sections. You must write so that you cannot be misunderstood.” There’s an oft-quoted saying I like that defines clarity this way: “It’s not enough to write so that you can be understood. Your writing must be clear to everyone who reads it - not just to you or the client or the marketing director or the product manager. Let’s take a look at each element of the Five C’s formula in a bit more detail. Yet another writing formula I use - one I invented - is the "Five C’s." It says that every good piece of content is clear, concise, compelling and credible, and has a call to action. It stands for “start every letter with a benefit.”
SELWAB is a mnemonic device to remind marketers what’s most important to the prospect. Less well-known than AIDA, but in its way almost as powerful, is the SELWAB formula. Even better, it works just as well for content. It says persuasive copy must first grab the reader’s attention, then get them interested in what you’re selling, then create a desire to own the product and finally ask for action.ĪIDA is one of my favorite formulas - I’ve been using it to write successful promotions for four decades.
AIDA stands for Attention, Interest, Desire and Action. One of the oldest formulas - and perhaps the most famous - is AIDA.
0 kommentar(er)
