by Amrit Hallan

Every content writer aims to write persuasive content. Now, the definition of "persuasive" may differ from writer to writer, reader to reader, but there are some basic guidelines that can be adhered to and that most often then not generate positive/desired response.

GET TO THE POINT IN THE BEGINNING

The attention span of an average reader -- at least while surfing -- is quite fragile. Personally, I don't believe my visitors have a short attention span. It's just that, there is so much information available on the Internet, and very often there is so little time to glean as much as possible. So keeping this in mind, it's always better to present the overall gist of your message in the beginning itself so that the reader can make out whether it's worth his or her time or not.

Tell it in the beginning what you are selling and what you are not selling. Remember the visitor is there looking for a particular solution, and you either have it, or you don't have it -- let it be known at the outset. Don't deceive your readers into needlessly reading further -- you'll only end up irritating them.

USE WELL-FORMED HEADLINES TO MAKE YOUR PAGE LOOK SCANNABLE

Your headlines should give the reader a fair idea of what the page contains. This not only generates interest -- if done properly -- it also helps your reader decide if your web page contains the information he or she is looking for. Even if they go somewhere else, they'll appreciate your copy content for helping them make a quick decision.

USE PITHY EXPRESSIONS

Using simple language and short sentences doesn't mean your readers can only follow the For Dummies language. Shorter sentences make reading faster. Your sentences may not sound literary, but believe me, when a person is looking for aroma therapy products to cure a headache, he or she is not dying to read Dostoyevsky.

I have worked for clients -- mostly corporate clients -- who want jargons sprinkled everywhere, and these jargons can only be understood by those at whom the content is directed, and I see nothing wrong in that, but given a choice, never use words that make your readers run for a dictionary, and don't use so long sentences that they lose track of what they were reading in the first place...OK, this sentence was a wee bit too long. But you get the point.

SOUND CREDIBLE

It takes lots of convincing to turn a visitor into a buyer or a client. Unless you are a known vendor or a service provider on the Internet, people are not going to simply take you for your words. You need to sound credible, trustworthy, and if you use some data to prove a point, let the reader know what's the original, trusted source of that data. Use testimonials liberally and DON'T make them up.

Assume that they are not going to trust you immediately and be OK with that. If you try too hard to convince them how trustworthy you are, they'll grow wary and go away.

SHOW A PERSONAL TOUCH

Don't make your readers feel they are reading content generated by a text-generator software. Sound like a person. Be a little humorous without being insensitive and give real-life examples and if you endorse a product or service then preferably examples from your own life. Talk to the reader and don't talk about your business like a third person. Amply use "you", "yours", "us", "I", "we", etc.

REMEMBER, IT'S ABOUT THE READER, NOT ABOUT YOU

Let your readers know what benefits they are going to get from using your product or service. Don't simply say, "My product is great." Tell them why it is great for them and present them with real-life examples. Address to their problem. Convince them you eagerly want to give them the solution they need. Cater to their aspirations.

IN THE END, REPEAT WHAT THEY ARE GOING TO GET

This is especially needed if you have a long copy, like this article. Before they leave, just present the summary of what you have to offer. Try to end with a sentence that leaves a mark in their psyche that makes it easier for them to remember you. Always leave on a personal note.

In the end

Frankly, there can be an unlimited number of points you can take care of in order to come up with a result-oriented content copy, but the ones I have presented above just about represent the overall way of writing effective web content.

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About the Author:

Amrit Hallan is a freelance copywriter, and a website content writer. He also writes optimized content for better Search Engine Ranking. To know more about his services, visit his website site at www.amrithallan.com or his blog at www.website-content-writer.com

Copyright © 2006 Amrit Hallan