Did you know that in recent years the average attention span dropped from 12 seconds to about 8 seconds? These days we’re bombarded with so much information left and right that it becomes difficult to keep up. But is our attention span really shrinking?
In a recent study by Edison, they found that Australians are listening to an average of six podcast episodes a week. That’s a total of about 4.3 hours. Similarly, it was reported that Netflix viewers watched an average of 3.2 hours of streaming video per day in 2020.
What this tells us is that as long as a piece of content is highly relevant to us personally, then it has the capability to hold our attention for as long as necessary.
But how do you make sure your content is relevant to your specific audience? Short answer: clear, concise, and precise copy. And listed below are 5 practical tips on how you can achieve that.
One way to make your content relevant to your audience is to immediately pick up on what sort of problems your target audience is currently facing.
Are they having trouble planning and preparing meals for the family? Or maybe they’re figuring out how to increase foot traffic in their local store?
Focus on the problem you’re trying to solve and highlight that at the beginning of every piece of content you put out, whether it’s a blog post, an email, or an Instagram Story.
The faster you can make your audience realise that your content is relevant to them, the better.
So you’ve gotten their attention. That’s great! The next step you want to take with your content is to give them the solution you’re proposing upfront.
Don’t beat around the bush. Don’t be vague or generalise what it is you’re offering.
If you’re offering meal prep services that will help parents save time and energy, make sure you mention it right away. Give your audience a teaser or make them a promise that as they scroll through your content, you’ll be able to deliver them a solution to their problem.
Did you know that personalised email subject lines increase open rates by 10-14%?
Personalisation isn’t just about inserting a person’s name on a subject line, though. It’s about connecting with your audience at a deeper level.
Talking about their pains and problems establishes a connection between you and your audience. In order to drive that connection deeper, however, you have to speak the same language.
Spend a few minutes every day lurking in forums, Facebook Groups, or the comments section of competitor websites and pay attention to the words and phrases that are used. Chances are there will be some common phrases that come out.
Now, start using those words in your content and copy, and you’re bound to create stronger connections with your audience.
There’s a reason why inserting scarcity or a sense of urgency is a popular tactic in marketing: no one enjoys the feeling of having missed out on a valuable opportunity.
Nothing helps increase clicks and conversions more than the fear of missing out. The more often you’re able to add a sense of urgency to your copy, the better your conversion rates will be.
Is your promo offer or discount going away in 24 hours? Make sure to highlight that in your image and copy. Are you in short supply of a highly in-demand product? Let your customers know right away and there’ll be even more demand for it.
Did you know that personalised call-to-actions (CTA) have been shown to perform 202% better than a basic CTA?
Personalised CTAs are tailored towards an individual. The best way to go about this is to use language that takes into account whether they’re a new visitor, a frequent visitor, a lead, or an existing client or customer.
At the same time, clear and concise CTAs are what drive results. Don’t be shy about placing more than one CTA on an email or landing page. Make sure your audience gets as many chances as possible to opt into your offer.
Now sure what composes a good CTA?
The best CTAs often have one or more of the following elements in them:
As you start to apply these 5 copywriting tips to your ads, blog posts, landing pages, and social content, you should be able to drive better results to your marketing efforts, increase your sales, and eventually scale your business.
If you’re having trouble managing your digital marketing campaigns, however, we at Get More Traffic are more than happy to lend a helping hand and help you get on the fast lane to success.