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.
Are you a music lover? Imagine standing in line to buy tickets to the greatest concert ever. Or, if it’s more appropriate, imagine standing in line outside of an Apple store at 5:00 A.M. just so you can be one of the first to purchase the latest model with some game-changing features and updates.
The curiosity that blossoms when you first hear about this thing, the anticipation that comes with standing in line, and the joy and excitement that hit home when you finally hold that ticket or phone in your hand is the power of emotional marketing.
Marketing, in its essence, is all about conveying a message that resonates and creates a connection between the audience and the business. It’s about creating an emotional connection through the telling of a relevant story.
The way that a brand makes you feel and the experience that comes with associating yourself with that brand help create this overall experience. And this experience results from Emotional Marketing. It’s this experience that moves someone from being just a prospect into a customer, and eventually, an avid fan.
There are a lot of factors that contribute to creating an emotional response in your audience. One element that’s usually the first thing that people notice are the visuals that you use, particularly in your web design.
The way your website is designed should be able to convey the experience of what it’s like to engage and be a part of your brand. Avoid cold and distant designs and focus instead of bringing your brand personality to the forefront.
One example of a brand that does this well is Chubbies Shorts, wherein if you scroll down a bit after the header and some announcements on sales, you’ll get to a part that says, “Welcome to Chubbies. Here is what we believe. We believe in the weekend…” This part goes on into what seems like a manifesto of who Chubbies is and what they’re all about.
This is where both the visuals and copywriting mix and intermingle to create an overall cohesive experience. Audiences who buy into the Chubbies philosophy and experience are more likely to engage with the brand and purchase their items.
Marketing and advertising are really just another way of telling and sharing a story.
Keep in mind, however, that it’s not just about you telling your story as a brand or as a business. Rather, it’s about telling your ideal customer’s story better than they could tell it themselves. The best way for you to connect with your audience is to communicate in a way that speaks to them. Use words and phrases that they would use when they try to communicate their pains and problems.
For Chubbies, it’s all about comfort, freedom, and fun. It’s all about the weekend and enjoying the weekend.
For Apple users, it’s all about beautiful, sleek, and intuitive design and use.
Think about the ads that have stuck with you in the past. Think about how they made you feel. Think about how they stimulated your curiosity, how they built up that desire in you to want to purchase their product.
More often than not, they connected with you because they told you a story. And it’s not just any story. It’s your story.
The reason you went out to buy their stuff was because you saw yourself in that ad, in that image, in that setting. And you wanted to be that person.
Emotions are what bridge the connection between a brand and its customers. And the best way to bring out those emotions is through the art of storytelling. It’s not enough to be technically-savvy with design. It’s not enough to be grammatically correct.
Find a way to emotionally connect with your audience by letting them know that you get what they’re feeling. You understand where they’re coming from. And you can help them.
As digital marketing experts, we are expert storytellers as well. Want your brand’s story told? Need help with spreading your story to your ideal audience? Call us today and let’s talk about how we can position your brand as one that people will not only recognise, but will wholeheartedly follow.