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7 Techniques to Write Sales Content That Converts, Persuasive, Descriptive…
7 Techniques to Write Sales Content That Converts
Everyone wants to write that perfect copy that inspires prospects to take that next step in the sales process. Yet, it remains elusive, as if it were magic.
Persuasive
persuasive writing include:
Editorial writing
Product reviews
Advertising copy
Academic papers
Cover letters
Letters of recommendation
It’s made up of reasons, arguments, and justifications about why the reader should think a certain way or perform a particular action.
A persuasive writing style asks the reader to take a stand on a position or belief.
The writer is trying to convince the reader to be on their side.
Persuasive writing is an attempt to make the reader see someone’s point of view.
You should use persuasive writing when you want to sway someone in a particular direction.
If you’re writing a political speech, a letter to the editor, or an ad for a product or service, you’re writing in a persuasive style.
A persuasive writing style is often used by content marketers and copywriters, especially at the end of their content.
The call-to-action to fill out a contact form, download an eBook, or buy a product is persuasive writing at its finest.
Descriptive
examples of descriptive writing:
Plays
Songs
Poetry
Diary entries
Nature writing
Fiction
This style describes places, people, events, situations, objects, and locations to the reader
Descriptive writing brings words to life by using all five senses and creating a visual representation of the content
It’s mostly used in fiction, but can be utilized in creative nonfiction, too.
You need to use a descriptive writing style when you want to paint a picture for the reader and be specific about details.
Descriptive writing involves lots of details.
If you need to explain how something looks, tastes, feels, sounds, or smells, that’s descriptive writing.
In terms of content marketing and copywriting, descriptive writing is great to use when you are spelling out the benefits of a product or service and talking about features.
Expository
examples of expository writing:
Textbooks
Cookbooks
News articles
Instruction manuals
Scientific and medical research
Business and technical writing
Expository is the most common form of writing.
This style delivers information, explains a concept, or tells the reader about a subject.
Expository writing usually includes facts, figures, statistics, quotes, citations, graphs, charts, tables, illustrations, or other evidence that backs up what’s being stated.
You should use expository writing when you want to write about a subject without giving an opinion.
If your goal is to pass along facts and data in a straightforward manner without any form of persuasion, expository is the style you want.
For content marketing and copywriting, the use of expository writing is best when you are offering useful information to prospects and building your authority as a go-to resource.
Narrative
examples of narrative writing:
Novels
Screenplays
Short stories
Anecdotes
Mythology
Biographies and autobiographies
A narrative writing style tells a story. It typically includes a plot with characters and dialogue.
There is a beginning, middle, and end to the storyline.
Narrative writing tends to run longer than other writing styles and keeps the reader asking, “Then what happened?” This style introduces conflict and wraps with some sort of resolution by the end.
You want to use a narrative writing style when you have a tale to tell.
It’s possible to also use descriptive writing within a narrative style when you’re talking about people, places, and things. But, overall, a narrative focuses on storytelling.
Narrative writing is good for content marketers and copywriters who are penning testimonials. The customer has a problem or conflict, but by the end of their story, the issue gets resolved.
Ask questions.
Questions automatically cause you to pause and think – even if it’s only for a moment – and make you more receptive to new information.
Use questions to prompt your prospects to form their own conclusions about their situation.
Ask a question, then immediately answer it to guide prospect’s thinking.
Limit prospects’ commitment.
Your prospects are savvy, skeptical and stressed. They don’t want a commitment – they probably don’t even want to talk on the phone.
Use your copy to set a commitment expectation.
writing sales and lead generation content that converts can be tough – that’s why copywriting is its own profession and why so many clients engage us to do it for them!
When to Use Different Styles of Writing in Content Marketing
All writing boils down to four main styles: expository, descriptive, narrative, and persuasive.
You may have thought only the persuasive style would be used in content marketing. But actually, all four approaches can and should be used in copywriting.
Knowing which writing style best suits your goal as a content marketer or copywriter will help you send the right message to your target audience and acquire new business.
Emphasize benefits over features.
Prospects want to know what the value is to them – whether you’re trying to convert them to read a blog post, or to download an ebook.
They’ll be more interested to read ten strategies about how they can save thousands of dollars in annual printing costs.
Choose action verbs.
Sprinkle action verbs throughout your content to drive prospects to take immediate action.
Instead of the marketing phrase “click here,” use “read how now” or “you’ll want to read this before you send another prospecting email.”
Tell contacts exactly what you want them to do.
Tell your prospects explicitly what you want them to do in your call to action.
Notice how the examples in #5 aren’t just action verbs, they use directive language like this: “read how now” and “click reply to let me know;” or time sensitive language like this: “you’ll want to read this before you send another prospecting email.”
Use descriptive adjectives
Your words should evoke a mood – painting a picture of the problem you solve. Excite your readers with words that evoke strong feelings.
Add precise details for credibility.
Explicit details add credibility and inspire trust. Both are essential if you want prospects to convert.
Four Different Writing Styles & When to Use Them in Content Marketing
Writers use language for various reasons. Some want to take their readers on a grand adventure. Others just want to relay some basic information.