Biz Tips: Make Your Copy More Enjoyable To Read

Biz Tips: Make Your Copy More Enjoyable To Read


Make Your Copy More Enjoyable To Read

Illustration: Mark Armstrong

And Prospects Will Be More Likely To Answer Your CTA

OK, you’re a marketer. You’ve written a post, and you want readers to respond to your Call To Action (CTA).

How do you accomplish that? As you might expect, there are lots of opinions:

Make the CTA simple… easy to find… tell readers exactly what you want them to do… personalize: make sure the CTA is about your audience, not about you… include an interesting image, a fun tagline.

Does “fun” content convert? Does it prompt people to click on your CTA?

Opinions vary. Brandon Moore, Web & Digital Director at SalesHub, votes yes:

I’ve seen “fun” copy convert at a higher rate, especially in some of the more dull industries. Language is a powerful tool and it can either make your visitors’ eyes glaze over, or get them engaged and excited about learning more. Use it to your advantage, find creative ways to make your copy more enjoyable to read.

Which inspired the following:

Mr. Moore mentions “the more dull industries.” He wasn’t being unkind. Most products and services aren’t exactly glamorous– including illustration.

Just kidding. Illustration is about the most glamorous business there is. ?

Here’s an important truth: No topic is boring unless we allow it to be boring.

How do you make a subject interesting?

It’s all a matter of asking the right questions, as Pratik Dholakiya explains in How To Write Interesting Content For A “Boring” Topic.

Lee Odden of TopRank Marketing says it’s important to connect with buyers “on both an intellectual and an emotional level.” That doing so will help you stand out from competitors who take a strictly intellectual (= informational) approach.

He sees “infotainment”– content that both informs and entertains– as the key to attracting and engaging prospects.

Make your copy and images more enjoyable, and prospects will be more inclined to answer your call to action.

About Mark: I’m an illustrator specializing in humor, branding, social media, and content marketing. I create images that get content seen and shared.

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.

Questions? Send me an email.

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