5 Tips to Write Marketing Content that Inspires Customer Action

Marketers write content for a number of reasons. Sometimes, marketers create blog posts to educate and inform visitors. Other times, marketers construct persuasive pieces aimed at changing the way consumers perceive a company or product. Yet, more often than not, marketers create content in order to elicit a reaction. At the end of the day, marketing efforts are supposed to inspire some sort of action from leads ––  to download an eBook, make a phone call, visit a nearby testing clinic, etc. However, there’s a subtle art to writing marketing content that doesn’t come across like a sales pitch, but still manages to energize interested leads. Here are five tips your team can use to craft marketing content that’ll get your customers up and moving:

Immediacy

Any advertising professional worth their salt recognizes the power of “now” in regard to grabbing attention. Marketing teams should create timely pieces and underline the immediate benefits a product offers. What’s more, marketers can remind leads that waiting to act could cost them more in the long run than simply taking action now.

Provide Examples

Writing in the abstract is rarely a good idea for marketers. If you want to create content that resonates with your readership, then give them real-world examples of your product in action. Letting potential customers see first will help them believe later.

“Everyone Else is Doing it”

Consumers and business owners alike are always on the lookout for the next big thing. So explaining how and why others are switching to your product can work to sway leads who may be on the fence about your company. Don’t underestimate how badly people want to “keep up with the Joneses.”

Go Deep

Most modern consumers are savvy enough to know a sales pitch when they hear one. Rather than trying to pressure customers into buying your product, you can work to put their mind at ease with quality, informative content. If you can use blog posts or videos on social media to answer your leads’ questions, you’ll go a long way to separating yourself from the competition.

Make it Easy

Remember, marketing content shouldn’t be intrusive. Nor should following a CTA be a chore. Don’t ask your leads for tons of information right off the bat, because most people will balk at filling out a detailed form online. Plus, there’s never been more sensitivity about ensuring privacy and protecting personal information online than right now. As such, strive to build quick-and-easy CTAs; otherwise you’ll likely frustrate any potential leads who find their way to your site.