How to Get Them to do What You Want Them to Do
There are two ways to achieve your goal:
- Through your readers fear
- Through your readers desires
Everyone is motivated either by having a problem they need to solve, or wanting something that’s going to improve their life, income or general well being etc.
Either way, you need to convince them yours is the company they need is to use:
First, convince them they either have problem (this will be particularly relevant if you are a company that helps solve problems) or that they will greatly benefit from your product/service.
Secondly, counter any potential objections the reader may have, such as price etc.
Thirdly, once you’ve established the fear or desire the reader is feeling, you can offer your product/service as the lifeline they’ve been looking for.
Every piece of content you produce must convince your reader to do something, but without overtly selling to them. So next time you write a blog post, create some web copy or post on a social media platform, think about what you want to achieve from your writing and make sure it has a purpose.
Sally Ormond is an independent copywriter and owner of Briar Copywriting Ltd. For tips on copywriting, marketing and social media, you can also read her words of wisdom on Briar Copywriting's Blog.