7 Tips For Writing Content That Keeps Them Coming Back
It gives you wings. Just do it. Can you hear me now? If you grew up in the United States and you’re over 20 years old I’ll bet you a white goat and a fat red chicken eating a pickle that at least three specific companies and three specific images flashed into your mind just now. All in about two sentences. But, good luck proving me wrong. In this article I am going to tell you 7 tips to writing content that will have your target audience remembering you and coming back for more.
The trick to making people come back is to make it into their memory bank. Preferably remembered with a good experience, because they may come back to your Facebook page just to give you a bad review.
6 of the 7 tips that I am going to give come from the book Made to Stick by Chip Heath & Dan Heath. Made to Stick is a must read if you are seeking a career in marketing or public relations. I am going to add one point to their list just to cover some basics. My first point, which is my addition, is one you will find if you do any research about marketing content.
1. Know Your Audience
This point cannot be nailed into your head enough. Your message won’t resonate if you do not have what they’re looking for. Just because your content is there does not mean they are going to read it. You need to position your content to your specific audience. For example, if you want to sell bricks to people who enjoy gardening and landscaping you aren’t going to tell them this brick makes a great house, you’ll want to say to them “look at this brick pathway” or “make your own firepit with these bricks.” Do the research, test it, and then test it again if you have to.
2. Keep it Simple
Let’s go back to the beginning of this article. Any of those slogans ring any bells? Of course they do, and they all have something in common. Yes, they are short, but it’s the conciseness of a complex idea that make them profound. “Just do it” encompasses the attitude and mentality of athletes. All of these simple phrases compress hefty psychological motivators that should be identified before ever moving on with your content. Remember that your content always needs to come back to that profound and concise idea.
3. Be Unexpected
I was walking along the street when a huge watermelon crashed in front of me; there were green and pink chunks everywhere. Did you expect that? No, but you sure would remember if it happened to you– probably for the rest of your life. Unexpectedness can be achieved through violating their expectations in stories or leaving out information that you will give them later on, such as in mystery stories or lists like the one you are reading right now.
4. Be Concrete
Ever notice how once we explain a concept we then give an example? This is how we make ourselves clear to people, because essentially they have to live out the idea in order to remember it. If you are able to reach all of the senses through words, pictures, and videos (touch, taste, smell, sound and sight) they will be more likely to remember.
5. Be Accurate and Credible
There are a lot of factors to consider when you want to achieve credibility. You want to be credible and accurate because the goal is to have people trust you. Too often trust is broken, so when you give something reliable, chances are that they will come back. You need to make sure the information you give is accurate, but you can also give credibility through citing facts or quotes from experts.
6. Appeal To Their Emotions
Now we have to make them care about your message. One way to do this is through stories. When you cite numbers it won’t make them care about the individuals. If you follow through someone’s story it will make them more likely to act.
7. It's All About The Story
The string that feeds the beads is the story and always remember who you’re giving the bead necklace to. A mom might wear a Cheerio necklace that her daughter made for her and keep it for years, but you aren’t going to sell it at a jewelry store. Like I said earlier, most of the time people have to live out and experience the idea in order for them to relate understand, or remember. These stories will be put away in the archives of people’s minds, more so than hard facts. Make a story memorable to become a part of their own story.
Authour: Kristina Reeves