Make your voice heard
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Gripping content your readers won’t want to put down: even if the subject matter is a little dry, the right words blended with a few other vital elements will make a compelling statement that really cuts through to your audience.

It’s all down to how you use the words: their order, how many, presentation – and the message itself.

With the right combination, you will captivate your audience and make enough impact that your readers will stay with you right to the end.

The message
Why should your reader continue to read or follow through on your call to action?

You need to be absolutely clear about what’s on offer, but you also need to let your reader know why they should choose you over your competitors and why they should act now.

What sets you apart? What’s special about your product or service? Why should your reader choose you?

Don’t be boring! Once you’ve settled on your statement, read it back to yourself – aloud. How does it sound? Are some of your words mundane – make you want to speak in monotone? Pick them out and think of an alternative for each one – something a little punchier, a word with oomph.

If you’re stuck, use the thesaurus – in Word, press Shift F7. Be sure the word you choose has the correct meaning and is used in the correct context – also that it doesn’t complicate your sentence.

Using your words
Flow will keep your readers engaged – it keeps your content interesting, even if the subject matter is a little dull. It is critical in conveying your story, your tone and even your brand.

When you read your statement aloud, you’ll know if the flow isn’t quite right.

It could be a case of switching the order of a couple of words, or you might need to reconstruct your sentence. If you’re happy with your words, there is no reason you can’t rearrange them to get a more compelling statement.

If your copy is long, you may need to revise your entire structure – the order of your paragraphs. Shuffle them around and you will most likely discover an order that is logical and flows well.

Being concise makes your communications item more powerful to look at and more inviting to read. It can also get the message across in a more pleasant and persuasive manner.

Read your statement with the intent of reducing its length. Which words can you delete? Can you replace two or three words with one? You may be able to halve your entire content.

Aim to get rid of any superfluous words and adjectives that don’t add to your statement.

Call to action
If you want your reader to act – to call you, to email you or to make a purchase – you need to make this as simple as possible. Let them know they can act right now, and tell them how – give them your phone number, your email address or whatever they need to make that purchase.

Do you use any special ‘oomph’ words to make an impact?

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