Make Your Copy Enjoyable To Read

May 2, 2018

tags: blogging, business, communication, digital marketing, marketing, motivation, writing

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.

* * * * * * * * * * * * * * * * *

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.

Follow @mrstrongarm

31 Comments leave one →

ROBPIXADAY permalink

May 5, 2018 5:17 PM

Such good ideas! Wonderfully illustrated, too.
Humor & fun have wide appeal, don’t they? And people remember new information better when they’re happy. Win-win!
Re “dull industries:” LOL – I can’t think of anything (topic, whatever) I’ve ever encountered that I’ve found to be dull or boring. Everything is interesting, even fascinating, I think – and glamorous in its way. I once spent two weeks recording the color(s) of smoke that came out of an incinerator bec someone in the neighboring community reported that the burnoff was pink. Pink could happen but only if a certan hazardous chemical wasn’t burning at high enough temps. Sounds dull, maybe, just to jot down a color every 20 minutes, but WOW! So many varations of the expected “ivory.” We did get the scary pink once, too, so totally worth the effort.

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- Mark Armstrong permalink*
  
  May 17, 2018 8:49 AM
  
  Two weeks watching the smoke come out of an incinerator… yow!! I remember watching smoke come out of a closed grill once. I also remember eating an extremely well-done hamburger that night… 🔥☁️☁️☁️🍔😕
  
  Great story about your stint as a bio-hazard private eye! I like your theory about dull and boring. It’s never really the subject matter, it’s our attitude and how we approach it. There’s a lesson there for brands as well. Thanks for the insight, my dear RK! Hope this finds you “in the pink”– in a non-hazardous way, of course!! 😊
  
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  Reply
Ryan Biddulph permalink

October 26, 2018 12:46 PM

Super advice Mark. I add humor to some posts and also post plenty of videos to my blog. Rocking post buddy.

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- Mark Armstrong permalink*
  
  November 11, 2018 8:26 PM
  
  Many thanks, Ryan! That means a lot coming from a successful blogger like yourself. Your eBook sounds like a winner, and I wish you tremendous success with it. Thanks again for your kind and supportive comment– nice to meet you! 😊
  
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  Reply

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My images are different, like your brand needs to be.

Make Your Copy Enjoyable To Read

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