Writing to increase conversion ratesThe internet is full of tips and tricks in order to help your content be the best that it can be.  You’ve likely read all about keyword density, short paragraphs, and active voice and how these strategies can contribute to strong blogs and articles by helping to make your writing more readable .  But what about those at the other end of your content—the audience?

If you are writing to increase conversion rates, it is of the utmost importance that you tailor your content to your audience.  We don’t mean this in a general way—of course, if you are writing a blog about the importance of non-stick kitchen cookware, it’s likely that you’ll be writing to an audience of chefs.

But beyond the actual physical capabilities of non-stick cookware, what else should you add to your article to really make it pop?

Cultivate Your Call

In the case of the non-stick cookware, it’s important that your content go beyond the basic specs of your project if you’re writing to increase conversion rates.  You don’t just want to tell the chefs how big the pot is—you want to explain the exact reasons why this non-stick cookware is the set to buy.

This might sound a little overbearing in its similarity to sales copy, but it doesn’t have to be pitched as a hard sell—simply explaining the merits of that particular non stick cooking pot is a strong enough call to action in most inbound marketing media.

The catch is in the presentation.  If you tell your audience to “buy, buy, buy!” you undermine your position as a potential authority on a subject.  Sell your knowledge, not your product—when you can bring in the customers due to your expertise on the subject, you’re really writing to increase conversion rates.

In order to make the most of writing to your audience, be sure to follow these tips when outlining either a blog article or an article written for the purpose of conversion:

  • Who is the audience?

While you might say the audience for the non-stick cookware is “chefs,” you need to decide whether you looking to target gourmet restaurant workers or stay-at-home cookers.  The ways in which you write and your call to action would be very different between these two groups!

  • Do you know your product?

While you might know all there is to know about the non-stick pot, do you know the difference between a sauté and a simmer?  If you can sell yourself as an expert to your audience while selling your product, you’ve already fought half the battle.

Want to learn more about writing for conversion?  Be sure to read all you can about turning visitors into customers,and then start writing!