Writing content for a website is tricky. Small Word Choices can have a big effect. Here are some recommendations for things to consider when writing content that will compel readers into action.
Point of view of the Reader
Understanding the reader is essential. Each reader is evaluating whether or not to choose you as their point of action. If you know what their concern is, you can write directly to that concern.
A rule of thumb for this is to get in the practice of never writing about yourself. Start a practice of writing about other people and challenge yourself to discover how they are thinking and feeling.
Feelings and Emotions
Start using words that convey emotions.
Instead of saying “angry” try using:
Atrocious
Burned
Can’t seem to
Driving you mad
Disappoint
Deal with
Endless
Envy
Fed up with
Instead of saying “really good” try using:
Jaw-dropping
Lesser-known
Little-known
Life-changing
Mind-blowing
Mind-bending
Must-know
Must-read
Myths
New
No one talks about
Odd
Overlooked
Remarkable
Rethink
Revealed
Revolutionary
Secret
Secret weapon
Shocking
You need to be evocative to your reader. Safe players don’t compel action. You may alienate some readers. That is ok. Not everybody is going to want to work with you.
Testing the reader’s ability to withstand emotion is a great way of filtering out people who will not be of value to you in the long run.
On the flipside, it is simultaneously a way to bring the valued customers closer in and begin a shared experience that will lead to them becoming your customers.
