Skip to main content


Getting Customers to Take Action Through Content Writing

By on March 10th, 2016 in Marketing

Some writers know how to make you get up and do something. They engage you, make you feel something, and give you the spark to act on their writing. Your content should generate that same need to act.

The following reveals how to create content that ignites a spark:

Know Your Audience

Researching your customers should be the first thing you do. Find out as much as you can – for instance, their likes, dislikes, problems, and demographics. Once you have this information, you can customize your writing to be something that they will notice, enjoy, and act on.

Draw Them In

You want to get your customers’ attention, and the best way to do that is through a catchy headline. As Joseph Sugarman notes, the purpose of the headline is to get the first line read. If your headline doesn’t catch your customers’ attention, they won’t even read the first line.

Engage the Customer

Make your writing a conversation with the reader. Address them by using “you,” give examples and anecdotes that they can relate to, and address their wants and needs. If you make the writing relatable to the customers, they will be able to see themselves using your service or product.

Keep Your Promise

Treat your headline and introduction as a promise to the reader. Whatever you state in your headline and introduction should be addressed in the writing. You chose that subject, so stick to it. Breaking that promise discourages customers and fosters a bad reputation.

Gain Their Trust

Trust is lost when your customers are left feeling confused, frustrated, and cynical. Gain their trust by backing up your claims, explaining technical terms, and using plain language.

Emphasize the Benefits

You don’t get your customers to take action with the features alone. What really sells are the benefits, the ways in which the product or service will help the customers. Emphasize how your product or service helps your customers (benefits) and then support that with what it does (features).

Encourage Taking Action

You’ve given your customers valuable information about your wonderful service or product. Now give them something to do with that information. Ask them to apply, join, buy, or find out more.

Make it Easy

Make the process easy for your customers by including an action button – such as “apply” – on your webpage. By doing this, your customers won’t have to go out of their way to take action. You can do the same in print by including phone numbers or web addresses.

Link Other Offers

Your customers may not be interested in what you’re offering. However, they may be interested in other offers. Use links on your webpages to direct customers to other offers. Chances are that they’ll take action on one of those offers instead.

See for Yourself

Now that you have the tools, utilize them in your own unique writing style to truly light that spark within your customers. Just try it and see for yourself!