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How to Get Readers Glued To Your Content Till They Convert

Posted By Guest Blogger 15th of February 2016 General 0 Comments

How to Get Readers Glued to Your Content Until they ConvertThis is a guest contribution from Victor Ijidola

When readers find your content helpful and interesting, they get glued to it, read more of your posts, share them, leave comments, join your email list or even buy whatever you’ve got to sell.

In simple English, they convert.

But when the other end of the spectrum happens, they don’t engage or relate to your content, conversion becomes difficult and bounce rate soars, right?

Having written for myself and some other bigger brands over the past two years, I’ve found a few things that make content compelling and I’ll be sharing them in three simple tips today.

Forget about selling anything first

It’s quite understandable, you’ve got bills to pay and they can’t wait. So you want to sell (almost) at all cost. And if you’re just starting up your own business, you want to become the next Buffer as fast as possible. You dream of leaving your day job to blog (or you already have!) and to do that, you need an income.

That’s fine, but the problem is people naturally get turned off when we just try to sell them stuff with our content. Even if it’s a sales copy, they want to see that we’re not just about selling.

They want to see that we have an understanding of their problem and a solution that solves it.

For instance, if you’re writing a sales page to sell a new product that solves the nagging problem of writers having to lose ideas because they’re not always with their notepads, you could make the content all about that problem and then introduce your product in the end.

For example,

[Headline] Losing Ideas Can Be Painful As Well As Pricey

Sometimes, as writers, we don’t have the convenience of getting inspiration when we happen to be near our phones or computers.

The best of these ideas mostly pops up when we’re in places like the bathroom…

And when we lose them (due to the absence of our gadgets or other writing materials), we, in turn, lose the returns they can bring. Returns like…

  • An opportunity to beat the competition
  • Adding a new client to our customer base
  • Making more money
  • Getting featured on a giant publication
  • An opportunity to work with an established brand

And so forth…

What if we had notepads that are capable of being used even underwater?

Great ideas wouldn’t be slipping away from us so easily anymore.

In other words, we won’t be losing all the goodies that come from them.

Once they show up, we pen them immediately, regardless of where we are.

[more useful content here]

To get my get new waterproof notepad, go to [my sales page].

See? All the way from the headline to the call to action, it’s more about solving the prospect’s problem and a little about how cool the product is.

James A. DeSena in his book 10 Immutable Laws of Power Selling puts it this way:

“If you can’t put your finger on your customer’s problem, you won’t solve it. Worse, you will waste time and lose credibility. You must describe the problem clearly, and do it from the customer’s point of view.”

Prospects keep getting smarter year by year, and that won’t change in 2016. There several brands on the internet and your readers want to be the ones who make decisions on who they buy from, depending on the value they perceive.

So if you’re writing any content in 2016, you want to ensure it’s in the best interest of your reader or potential customer.

And as you already know, when people want to choose who they buy from, they turn to those they trust first. So make your blog or brand trustworthy. When you forget about selling anything first in your content and really zero in on your audience’s problems, you’ll be earning their trust.

Tell readers they’re not the only one struggling with the problem your content is aiming to address

Sometimes when your content makes people feel like they’re some kind of weirdo because they’re the only person having trouble in a particular area, they don’t feel comfortable enough to read it through. Then they won’t come back because they don’t feel good about what you’ve written.

Truth is, irrespective of how compelling my example above might look, readers would only struggle reading it through if it does not make them feel comfortable.

Notice how I use this “empathy technique”?

Sometimes, as writers, we don’t have the convenience of getting inspiration when we happen to be near our phones or computers.

(Emphasis on the word ‘we’ – I am like you, I struggle with the same thing, we are in this together.)

In fact, if you’re a writer, you’d mostly find yourself nodding in agreement with my points in the example.

Henneke Duistermaat, in a post on Copyblogger, also mirrors this empathy tactic:

when readers start nodding yes, they get into an almost hypnotic state. They can’t help themselves — they have to continue reading, because they feel the post is written especially for them, to solve their problems.”

You could also begin with something like “75% of people, according to Forrester research, are having problems converting readers with their content”.

This way, the first thing prospects are learning from your content is “so I’m not (totally) an idiot after all; I’m just like other experts who are experiencing the same issue”.

Once you make them realize that they are in good company, they naturally feel comfortable to read on – even to the last line  – which is your pitch.

Let readers know why you’re in the position to tell them what to do

Especially if you’re a startup who hasn’t gained so much recognition from the industry you’re in, yet, it’s important for you to let people know why you’re in a good position to advise them on what to do on whatever issue you aim to address in your content. Why are you the expert? Why should they listen to you?

This is also a trait you’d find in my example above. When you use “we” instead of “you” it shows “we’re in this together”. So you aren’t just trying to sell; you know your prospects’ frustration and have a solution to help them out.

This makes you look (or sound) like someone they should REALLY listen to.

Bonus point: Slow page load time would only rip off the benefits you should be getting from your content

It doesn’t matter if you’ve got the best content in the world, if your site loads too slowly prospects would mostly leave upset.

Kissmetrics, in an infographic, puts it this way: “Loading time is a major contributing factor to page abandonment. The average user has no patience for a page that takes too long to load, and justifiably so.”

Once I visit a site and it’s taking too long to show me whatever I want to see, I close the tab immediately. Why? I have other things to take care of and there are other sites that can show me, within seconds, whatever it is I’m looking for.

If you’re using WordPress, there are several plugins that can help your site load faster.

And if you’re building a new site, ensure you choose a hosting provider that supports fast loading time. The guys at Hosting Facts tested and reviewed 27 web hosting providers. According to their findings, there are several hosting providers out there but they advised that we choose something that loads faster than 900ms (which is current average).

In conclusion

When you make your content all about your prospects’ problems, it becomes a amazing content. And what does amazing content do? It converts. People engage, they comment, they share, and they even buy. PrestaShop, a leader in the ecommerce niche, puts it this way “…amazing content can certainly convince new visitors…”

I’m sure you’ve experienced this? Writing that had you feeling like you belonged, and so you engaged with it? And on the flip side, writing that turned you off so much you were never going to convert. Right?

Victor Ijidola is an expert copywriter who has written for top publications like Forbes, The Next Web, etc and shares tips about sales and marketing with Internet startups on his blog – Startup with Great Sales.

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  1. Russel says: 02/15/2016 at 7:54 am

    Awesome tips

  2. thanks for sharing

  3. Hi Victor,

    Cool tips dude. Here’s a weird lesson I’ve learned: the more I’m glued to my content the more readers glue themselves to it.

    It’s not about attaching to anything. Nope. It’s about having so much fun writing something that you know like-minded people will find it. The folks who glue themselves to it. But many bloggers struggle with getting clear on having fun with their work. They add much tension and straining and striving, TRYING their way out of their voice into a yucky place, where readers sprint from their posts…versus being sucked in, like a bug caught in a Venus fly trap.

    Gotta love what you do to reel in readers with ease.

    As for converting it seems to be: love what you do, stick to your topic, and your readers will feed off your energy in a way that means they’ll buy your stuff or hire you. Again, this was a big step for me to take but I had to realize all was dependent on my level of clarity with self. My readers just responded to that clarity or, lack thereof. But when I got down to it, all the writing and converting and all that jazz happened easily when I focused on really, deeply, falling in love with the writing process. Doing so detached me a bit from outcomes which allowed stuff to manifest for me. Neat outcomes, being included in that stuff.

    Neat point on we versus you. I’ve seen both perspectives. Being inclusive does rock. Directly addressing 1 reader personalizes the experience and creates an intimate bond. I dig the “you” approach because I enjoy visualizing myself speaking 1-to-1 with my readers via some kinda fireside chat when I’m writing my posts. This helps me write how I speak. However horrible that is. And also helps me create a specialized, authentic, 1 on 1 type experience for each of my readers so they feel like they’re being singled out…in a good way. That’s the key if you, use “you”: write your posts from a fun, loving, humorous space and the “you” takes on a different, loving, intimate context versus writing bland, boring, or more aggressively posts.

    If your post lacks energy, or is a bit more blunt, or is outright a bit more nasty, it carries a “hey you!” vibe when you, use “you.” Only people who prefer to receive beatings like that delivery. I take a different tact. I blog for fun. I add humor – much of it self-deprecating – to my posts, and I intend to create a relaxed, entertaining, personalized experience for each one of my readers. When I use “you” or “you’s”(depending on the state of my Northern New Jersey grammar) it comes off as 2 friends talking, chatting, shooting the bull. It’s all in the delivery.

    Thanks for the fab share Victor. You rocked it out ;)


    • Well said. This reminds me of Robert Frost: “No tears in the writer, no tears in the reader. No surprise in th writer, no surprise in the reader.”

  4. That is so true. Being emphatic means a lot to the readers and they can better relate the content to themselves. Thanks for sharing the informative post.

  5. Nice article victor. You have just put some serious factors that can ruin your blogging and distract users. I have find page loading issues to be one of the major issues that most of the bloggers face. So, choosing a right web host is very important task.

  6. Awesome article and very beautifully describe and I like your post. Thanks for sharing useful post.

  7. Dear Victor,

    These are the best tips to convert your visitors to buyers. I especially liked when you mentioned that nodding means they are in a hypnotic state. I wish that I could write posts like that.

    You’re right that in 2016, one should focus on customer-centric approach. Merely writing a post won’t work. We need to write posts which assures readers that they’re not only the victims of a particular problem. Having deep understanding of their problem would be a great help to covert your readers into buyers.


  8. I must be very sincere with you, this will go a long way in helping people like me. Thank you very much for writing such a wonderful article.

  9. Great read Victor. I think sometimes people get so caught up in the end game – trying to get people to convert that they forget they need to create great content that solves a problem and provides awesome value.

    Thanks for the tips re the top hosting too – was just looking for a new host :)

  10. Great Post! Thanks for the advice, I think adding energy to any posts and more of yourself can only bring more people back for more.

  11. Hi Victor,
    Being a content writer, I had learned only two things in the past for influencing the audience. one is quality content, and other is quality backlinks. Your blog has provided me wonderful tips for increasing the traffic of my content. Now, I have learned that what specific things we should write that is liked by the audience. Also, I learned the specific way of writing for increasing the customers to purchase any product. I will try to use the best hosting services so that there would occur no loading problems in my websites pages. Thank you very much for sharing this fantastic information…

  12. Great article Victor these are some important tips, heres my input and it seems we are on the same page.
    Learn what your target audience is looking for, and answer their questions. Use your expertise to provide value and educate your potential customer. This builds trust and establishes your brand as an authority. Be patient. It takes time and effort, but if you consistently produce quality content that is engaging and valuable, you’ll get that customer returning to your site until they convert. Thanks again for the awesome tips.

  13. Thank you for this tutorial! It was very helpful and did exactly what I needed!

  14. Hi victor,

    Awesome post my friend. Really got me thinking about the type of content I want to produce for my website.

    It is really hard when you are first starting out to not think about sales. Like you said we have bills to pay, I can certainly relate to that.

    That being said, your post has given me the extra reassurance I needed to stick with creating helpful content for my readers. Keep up the good work!!

  15. Hi Victor, thanks for your great ideas. But two questions arising in my mind:
    1. Will all bloggers have equal chance to become famous and earn a lot from blogging?
    2. If it is necessary to write blogs about blogging tips always to attract a good many number of new bloggers because i have observed that some of famous bloggers doing the same .
    Correct me, if i am wrong.

    Anyways , yours one a very good.

  16. I love that you’ve identified empathy as a powerful tool for winning trust and engagement. Thanks for a well-written, shareable post!

  17. Hello)

    Victor, your article is very helpful..!!
    So nice, simple and, at the same time, interesting tips.
    Great work. I have recommended your post to my friends)

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