If you want to stand out from the rest you have to have powerful content.
It has to entertain your audience, and get them to take action.
Otherwise all your efforts will be worth nothing.
So what can you do to make it more powerful?
So it will get you results and be read?
Here are some perfect pointers for you.
Let your reader experience your story
If you are reading something, which has been well written, you can immerse yourself in the story. You feel like you are in it.
Your brain couples itself to that of the person telling it.
So you imagine and experience what they are telling you.
It can generate emotions in your reader and it becomes powerful.
This means your content will stand out from your competition.
How do you do this?
Researchers in Spain discovered when they gave test subjects metaphors like “The singer had a velvet voice”, their sensory cortex – the part of the brain that is responsible for perceiving texture through touch – reacted.
These can help you can help you visualize an action. If you say someone smashed their head on the table, it is a lot stronger than someone put their head on the table.
Use the power of open loops
Bluma Zeigarnik, is responsible for discovering the technique of open loops.
In 1927 she was in a restaurant with friends and realized the waiter was able to remember their whole order.
However after they had paid, he didn’t have a clue.
Her discovery was when she studied this, that people have a much easier time remembering unfinished tasks.
This is now known in psychology, as the Zeigarnik effect.
In copywriting, it’s known as an open loop.
An open loop is used in copywriting everywhere, and they work well.
They work incredibly well because they put a curiosity into the reader and also create anticipation for what will come next.
We just want to close down that open loop in our mind.
Did you know a headline is the most basic form of an open loop?
While this is when most people use them, they can pack a powerful punch if you sprinkle them through your content.
This is a great way to get people to want to read your content.
If you use them in subheads it pulls people in who are going to scan your content and move on.
Do More Research
David Ogilvy, who is considered the Father of Advertising, said to “stuff your conscious mind with information” so you have a lot of reference points to work with.
Copywriter Gary Bencivenga who was one of Ogilvy’s students said: “The best copywriters are the most tenacious researchers. Like miners, they dig, drill, dynamite, and chip until they have carloads of valuable ore. John Caples advised me once to gather seven times more interesting information than I could possibly use… Research is the infallible cure for writer’s block.”
So the key here is you must make sure you do research.
Then you have so much more to play with when it comes to creating your content.
Keep Your Content Simple
Now this doesn’t mean making it boring or an easy read.
And it doesn’t mean getting rid of technical jargon.
It is more about making your message clear and concise.
This will mean your target audience understands your offer and benefits and they get the point you are trying to make as quickly as possible. Eugene Scwartz said: “Write to the chimpanzee brain – simply and directly.”
When In Doubt, Read It Out Loud
Your copy can often sound completely different if you read it out loud.
This is because our brain fills in the gaps in your head.
You brain often does the heavy lifting for you, and you can miss mistakes and inconsistent language when you don’t do this.
If it sounds good your reader can focus on the message instead of the words.
You can also see when paragraphs don’t work and the words aren’t flowing properly if you read it aloud.
Use The Rule Of Three
The rule of three states that you find things more funny, interesting and you enjoy the content a lot more.
Jokes are a great example.
• Jokes (“A German, an Englishman, and an Australian walk into a bar…”)
This is because humans have evolved to recognize patterns.
Three is the easiest one of these, and our brains can recognize it and work with it immediately.
The rule of three has these added benefits:
*It makes your content easier to understand
*It makes your content more persuasive
*It makes your content more poetic and fun to read
Use Deliberate Repetition
If you repeat something it can have a much more powerful effect on the reader.
Martin Luther King’s “I have a dream” touched people in a way not seen before or since.
He used deliberate repetition.
The speaker repeats certain words or phrases.
British Prime Minister Sir Winston Churchill, did this:
“We shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills, we shall never surrender.” -Winston Churchill
*It is incredibly inspirational
*If you use deliberate repetition in your content it can add some pizazz and makes it more dramatic.
*It can make it more dramatic (more emotional)
*It can make it more memorable
*It adds rhythm and flair to your content
Start With A Punch, End With A Kick
Bennet Murdock carried out an experiment in 1962 where he presented a group of selected words.
Then they had to recall as many as they could.
His research discovered the first and last words were always the ones, which were remembered.
The reason being the first one was the most attention and the last because it was the most recent.
This is now known as the serial positioning effect.
So when you are writing always make your intro and the ending the most powerful piece of your copy.
You get your reader’s attention with the introduction. You draw them in.
Then the ending is what gives them that last powerful punch.
And it is what makes them take action.
Use Short First Sentences
Did you know that about 55% of your audience will only read your content for 15 seconds maximum?
This is of course very disheartening. Especially when you have poured your life and soul into something.
They check out the headline, the subheads and the ads.
Then they will leave.
So if your income depends on people reading your stuff, it is a concern.
Direct response copywriter Joseph Sugarman came up with a way to combat this.
He realized by using short sentences, you could get people to continue reading.
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