Anyone can create a website filled with content. Whether they are blog posts, articles or little descriptive blurbs, there is nothing so difficult to create that you can’t provide ample information for your visitor. But there is a big difference between general writing and genuinely persuasive content.
The balance is one that many people never manage to master. We have all found ourselves perusing a blog and just losing interest in the message behind it. Most posts are skipped through than songs on shuffle. That is a shame, because if writers just knew to write persuasively, they would have been able to keep the attention of their audience.
Below are a few tips on how to better connect with your readers through providing them with persuasive content. While not a complete list, it will help you to better focus your efforts and improve your batting average.
Always Aim For Maximum Credibility
Remember that everything you write reflects on your professionalism and credibility. This will immediately add to the persuasiveness of any argument or explanation, because readers will be able to see that you have the expertise to back it up. It will put their mind at ease and leave them more focused if they feel that they can trust you.
There are several ways that you can offer readers this credibility. The first is the most obvious, and that is to always give them quality content. If you become known for having facts and well-written information on your site, people will know to check you first.
Policies can be clearly shown on the site, so readers know you have a guarantee for any service or information. You should also clearly show any credentials, such as past work or education. Having an About Us/Me page is helpful for this purpose. Treat it like a breakdown of your resume.
Remain Personable, but Fitting the Audience
To whom are you planning on catering? Is it a younger, more casual audience that enjoys speaking on a one-on-one basis? Maybe they are older professionals who would prefer a bit of formality and politeness in the content? It could be a multirange target group where you should remain pleasant and informative, but neutral in tone.
No matter who it is to whom you are trying to appeal, remember that you are speaking to people. With that in mind, they will want to be spoken to by a person, like a person. You are not a machine who is feeding them data with no personal touch. So don’t make the mistake of coming across that way.
If you seem genuine, your content will be much more persuasive.
Give Them Something to Relate To
Charts and graphs are great for a logical layout of a concept. But they do nothing for the personal touches to a conversation that your readers will probably be looking for. Even in a business context, storytelling is a great way to establish a link between yourself and the other person.
Try to come up with an allegory or find a real-life situation where your content applies. Use it to bulk up the persuasiveness of the subject, giving readers an example or experience, and let them draw their own conclusion.
Don’t Go Too Heavy on the Metaphor
Using a little bit of metaphor to create a visual is a very easy way to foster understanding. A well-placed association will get people on the same page fast and stick in their mind. It is also fantastic for providing them with a way to easily share that message with someone else and therefore get them on board just as quickly.
But using too much metaphor can be disastrous – mainly, because it will make the reader feel that you are being condescending or talking down to them. All metaphor should be offered only as a way to highlight a point, not make it. Everything else should be established through a mix of explanations, data, stories and other persuasive content.
Never Leave Your Site With Big Blocks of Text
Information should always be broken up into sections and enriched with multimedia. For example, using subheadings to create a list form makes it easier for readers to skim or just read through content without feeling overwhelmed by the text. It also looks neater on a page, which is a major benefit for online content.
But another element to this is adding videos, audio clips, photos, graphs and other enhancing features. With the current capabilities of the web being what they are, you have more freedom to do this than ever. Take advantage of it, but make sure to keep the tone consistent through the whole site, not just post to post.
Providing your web user with persuasive content is crucial for anyone who wants to keep them coming back. If you feel you are unable to write this content yourself, you should hire a third party who is an expert in such matters. They can really improve your site and give you ample evidence as to why persuasiveness is a No. 1 priority for anyone.