Wondering how to get conversions from content? Maybe your content writing could take some tips from children’s stories. Find out how to revitalize your copy.
2. • Content writing is a lot like telling stories
to a four-year old. Both arts are
oftentimes best done in installments, on
the audience's schedule, with dramatic
figures, thinly veiled allusions, and in the
audience's vernacular.
3. Tell Stories in Installments
• If you want a good story – a
story that produces
conversions for your client –
then you need to have
layers. Creating multiple
layers to your story takes
foresight, and creativity. So,
why not make it
easy easier on yourself and
tell your story in
installments? Try the classic
4-part narrative arc, advises
Lorraine Thompson.
4. Work On Your Audience's Schedule
• When you’re telling a
story to a kid – especially
when the story is a
distraction technique –
you have to be ready to
perform on your
audience’s schedule. Try
native advertising. The
latest in online
advertising trends, native
advertising meets the
audience on the
audience’s home turf.
5. Create Dramatic Figures
• Try creating an engaging
children’s story that
doesn’t feature any
dramatic figures. It just
doesn’t work. In children’s
writing, characters won’t
suffer from being a little on
the outlandish side. At the
same time, good content
writing and advertising has
to feature some strong
dramatis personae to
achieve the desired effect.
6. Thinly Veiled Allusions Work Best
• Don't get too complex, but at
the same time, assume your
audience is smart - because
they are. Prolific copywriter
David Ogilvy is famous for
saying, “The consumer isn’t
a moron; she is your wife.
You insult her intelligence if
you assume that a mere
slogan and a few vapid
adjectives will persuade her
to buy anything. She wants
all the information you can
give her.”
7. Tell Stories in Your Audience's Vernacular
• If you really want to know how to get conversions
from content, then there’s one major rule you
can’t afford to overlook: write in your audience’s
vernacular. Words and ideas that your audience
– or the listening child – can’t latch onto will slow
down the story’s momentum and may even lose
the audience entirely.
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