by Sue Painter
Whether you are creating an e-book, an information product, a video, or a podcast, your challenge is to engage end users so well that they will go out of the way to consume all of your content. If you don’t do this successfully, they will lose attention and disengage.
Attracting attention and getting consumer buy-in happens when you do two things:
1) Tease with the first few words.
2) Engage the consumer’s emotions.
You can use these two attraction tips many places in your digital content:
- Chapter or Section Titles
- First sentences of our paragraphs
- Testimonials or reviews of our product
- Sales copy for our product
Let’s look at some examples of how using “tease and engage” can make a difference:
|This Week – Get A Free Lunch at Demo’s||Free Lunch! This Week At Demo’s|
|Why Emotions Can Make You Sick||Emotions & Illness – Is There A Connection?|
|Eating for a Healthy Heart – On Sale This Week||Save 20% & Help Your Heart, Too|
|It isn’t as hard as you think to make a 3-D card.||Stand-up 3-D cards can be made in 5 easy steps.|
|It’s true that a lot of people hate to make videos.||Video-shy? Lots of people are, and here’s why.|
|This e-book helped me in my business a lot.||Best-ever help for my business! Get this e-book!|
|It takes a long time to learn how to spot a reproduction antique.||Scared of repros? The more you look at very fine antiques the quicker you’ll learn to spot them.|
Which column above engages you more? Which makes you want to keep going or take an action? Do you see that the copy in the After Rewrite column teases and engages you more?
Here are four great ways to create digital content that will tease and engage:
1) Tell in two words, especially in titles and sales copy. Tell the reader in the first two words what she will get or hook her so well that she will read the rest. In the first example above the two words “this week” don’t say a thing. The two words “free lunch” gets your attention
2) List emotions. Before you create your content sit down and think about your end user. Knowing who your target market is for what you want to sell is a key part of being successful at digital publishing anyway.
Who is your buyer? Why would they want your content? What emotions are they feeling as they search for your product? List their emotions and then use these descriptive words in your content. If you cannot come up with the emotions that your buyers are feeling then you don’t know your target market well enough.
3) Avoid creating a fearful response. There are still some copywriters who teach selling through fear. I don’t recommend it. You might get a purchase but you won’t build trust, and likely you won’t get a purchase on your next product.
Fear is a negative emotion that builds a strong avoidance reaction. Look at the copy in the last example above. The left column feeds on fear. The right column engages fear as the emotion but instantly reassurances the reader that he can deal with repros. The formula to use is fear + reassurance. It builds trust and negates our natural fear avoidance reaction.
4) Test your tease and engage words. Find a half dozen people who match your target market and put your title or sales copy in front of them. You’ll be able to tell whether they engage. If they ask questions and are enthusiastic you’ve got a hit. If they say “oh, that’s nice” and their eyes dart elsewhere you need to go back to the drawing board.
Keep “attract and engage” at the top of your mind as you create your digital content and your sales copy, too. You’ll feel more confident about how to write or talk about your topic, and you’ll more easily find your buyers, too.
Latest posts by Sue Painter (see all)
- How to Re-Write Your Copy to Instantly Attract And Engage Your Readers - August 12, 2013
- How to Make Sure Your Digital Content Is Valuable and Useable - July 1, 2013
- Anatomy of an Ebook – The Bones That Hold Your Digital Content Together - May 20, 2013
- 5 Fun Ways To Get People Talking About Your Digital Content - April 22, 2013
- 5 Ways To Set Up Successful Affiliate Sales For Your Digital Content - March 29, 2013