Writing for Your Audience: How to Keep Them Engaged While Still Selling

How Social Media Holds the Keys to Successful Business Writing

NewspaperAccording to The State of the News Media: 2013 Report by The Pew Research Center, “Newspaper website audiences grew 3 percent as measured by unique visitors from November 2011 to November 2012. However, total visits decreased almost 5 percent in the same time period.” These numbers point out an interesting phenomena occurring in media as consumers are transitioning their readership to online channels, while spending less time reading the news than they did in the past.

So as a writer, how do you keep your audience engaged, especially when your end goal is to sell your product? What are the emerging trends in business writing sales and how can you help stay abreast of the latest writing techniques needed to make a sale? Believe it or not, social media may hold the insider’s tips into keeping your audience engaged.

Keep it Short and Simple

The shear metrics behind the Twitter website should demonstrate consumer’s demand for short and to-the-point information consumption. According to the company’s website, average monthly users soared from 100 million in 2011 to 255 million currently. This represents a 155 percent increase in just three years. Compared to the 3 percent growth for newspaper website audiences, it’s clear to see Twitter has the emerging market cornered.

That said; how can you capture audiences using the same characteristics of Twitter? Well for starters, consider keeping messages short, simple, and to the point. Twitter has a 140-character limit for a reason; people don’t have the time or attention span to read anything longer. Imagine how successful your next media ad text would be if you sold every key benefit within the first 140 characters. Or, what if you wrote a sales blog that got to the point in three paragraphs instead of seven? While short and sweet definitely has its place, the theory of “less is more” cannot be lost when it comes to writing to sell.

Visual Interest Is Crucial

Dog Watching ButterflyImagery is a necessary part of any successful business writing piece. In fact, imagery, be it a company logo, creative photo to accompany your advertisement, or even a fun video to go along side your blog, can be the difference between capturing an attentive audience or receiving a high website click through rate before your readers actually absorb any of your content. For example, organizations such as the Business Marketing Organization are recognizing the value of using up-to-date, intriguing visuals, and are updating their brand imagery accordingly.

Social media sites like Instagram and Pinterest provide leading examples of the use of effective imagery which brands should be striving for. True-to-life, action shots of average people in real life settings are the business imagery that will resonate in the future. Gone are the days of staged portraits with professional actors who know nothing about your product. Looking for great imagery to accompany your business writing piece? Try photographing some of your actual clients using your product in a real-life setting. Or, use customer submitted photos. If you think it would get a “Like” on Instagram or a Pin on Pinterest, it’s probably a solid image.

Relationship Building Is a Necessary Step

NotebookYour business writing piece should speak to your audience in a way they can relate to. Just like your Facebook followers, users who regularly visit your business blog or look for your advertisements will expect a certain caliber and stream of content from you. For example, the content created on a Facebook page for a local rock band would be much different than the Facebook content created for the corner garden and nursery supply store. Keep in mind the audience you are speaking to about your business just like you would your Facebook page:

  • What will my friends/family/followers want to know about this product or service?
  • Will this information actually interest them?
  • Have I already talked about this idea in the recent past?

Likewise, make your business writing a two-way conversation. While this specifically applies to blogs, it is crucial that your audience feels like you are talking with them, not at them. Solicit commentary from your audience. Welcome guest bloggers. Make your writing a conversational piece verses simply just a straight sales pitch. The more social engagement you can bring into your piece, the stronger your final sales results will be.

~ Katie

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Filed under Audience, Capturing Audience, Content, Content Marketing, Sales, Social Media, Technical Writing, The Writing Process

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