Without Copy, Your Content Falls Flat

This is a guest post by Alice Seba of Contentrix.

Some say that there are distinct differences between content and copy. They claim content is to provide information, while copy is to sell. They say things like:

“When you want to pass on information to the reader, use content. It is a relationship-building tool.”

“When you are trying to sell your products or services, use copy as a sales tool.”

But if you really think about, keeping those purposes separate can end in disaster. Consider the following:

*Why use content on your site if you don’t want it to make the prospects DO something? The relationship will be created and nurtured as you ask them to act on what you have said.

*Good content gives the reader information as well as a directive to buy a product or sign up for a newsletter, email list, etc.

You probably won’t be creating hypey sales-type articles any time soon (I hope), but both copy and content can pull double duty for you to boost your sales. Use the following ideas to get you started writing content that has a greater element of copy to it.

An eye-catching headline will do wonders.

I’m not talking about humongous screaming red fonts here but wording that gets the reader’s attention (and big and bold still has it‘s place).

What do you want your readers TO DO?

Define your goals for the copy or the content. When the potential customer reads it, what next? Your content directs the reader like a call-to-action.

Know your stuff.

When you write, you are the authority on your product and the niche in which you sell. That confidence will transfer to your customers via the content and the copy.

Learn how to make a connection with the audience.

How do you let them know you are speaking to them? Use words like “you” and “your” instead of “we” and “they.” Draw the readers in by identifying with them. Would you connect more with this sentence: “Getting kids to mind can be hard for many parents;” or “You pull your hair out like most parents when the kids decide that they won’t listen to you”?

What is the goal of your content? If you know, you are halfway there. Craft each piece with the intent to inform, relationship build and make the sale. Get them to keep reading with a provocative headline that screams “You have to keep reading!”

For more tips for using the power of words for your marketing, visit Contentrix…your source for straightforward content marketing advice. Whether you’re looking for more traffic, sales or both, Contentrix has it covered.