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This is part of a series on how content can be used to bring leads, increase sales, and improve your business’ competitive position.

Earlier this week we discussed that the first step of content marketing is making sure that your onsite copy sets up your brand. Today we’ll talk about how that same onsite copy has another job: to sell.

Getting people to your site is great. Having them read your pages is even better. But if those browsers don’t turn into buyers, ultimately your time is wasted. You want to make sure your content grabs those prospects, gets into their heads, and helps them decide to buy your product. There are tons of important ways to do this – today, I’ll list my top five. All of these tips assume you know your target market and their hopes and fears.

 1.     End the Me, Me, Me. I cannot tell you how many well-meaning sites set out to prove how amazing they are by talking about themselves. ‘Wigdets Inc is the top producer in the US and has won 500 awards.’ So what? You want your copy to start with your CLIENT and end with YOUR SOLUTION. Talk about what they need and want, and how you can provide that.

2.     Tell Stories. This is a common piece of advice but is harder than it sounds. Two great ways to tell stories are to use a client testimonial, or to tell a generic story about the type of person you are targeting. When you are talking about someone’s day-to-day life, your prospects can relate. And when you share your solution, they will see themselves using it too.

3.     Incorporate Images. A picture is worth a thousand words – or more, when you consider that no one will read a thousand words anymore. A picture can set the stage at a glance and can do a lot to communicate the emotion your story is trying to set up. Think about all those cold remedy commercials, and how they show a person totally miserable and sick, and then that same person happy and healthy. Those images sell products.

4.     Take Advantage of Goals and Fears. You should already know what the aspirations of your target market are. Don’t be afraid to play on those hopes and fears in your writing. Talk about how your products can bring success and avoid failure. Talk about family safety, if you provide it. Use the prospects’ anxiety to encourage them to act NOW.

5.     Finish With a Great CTA. Now that you’ve connected with the prospect, used images to raise emotion, and touched on their goals and fears, it’s time to create action. A great call-to-action (CTA) will take those emotions that are rising up and turn them into a purchase of your product. Emphasize that their problems need solving NOW, not tomorrow. Point out the catastrophe that could result if they don’t act. And make it easy to buy.

Those tips are great for sales copy, but remember you need to create this while also retaining a brand identity. This is harder than it sounds, and it can take time to get it right. Don’t be afraid to experiment or even ask for expert copywriting help. Lead generation is great, but only if you can covert browsers to buyers.

What are your favorite onsite copywriting tips? Share in the comments!


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