How to Write an Article That Converts Readers into Buyers
Written by Christina Battons
23 May 2018
We all know that articles, which contain bad content will rarely make customers buy any of your services. Most of the blog-writers or people who own a business and rely on content in order to sell their products seem to have the wrong expectations. As important it is for the customers to read through your article, this is not the final aim you’d like to have when writing an article. Your final purpose is to make the customer buy your product, that after he has read through your article, to decide that buying the services you promoted is a good idea.
It won’t help your business too much if you manage to get your reader go through the whole article if, at the end, he will just move to reading another page. It can only mean that your content wasn’t powerful enough and didn’t have that call-to-action trigger, necessary to achieve a smooth and quick transition from reading to buying.
Bad content isn’t only about not having call-to-action triggers. It involves bad grammar, mistakes, punctuation, lack of continuity in discourse, and so much more. By reading this article you understand which traps you can easily fall into when writing an article, but you will also find out how to avoid them and succeed in writing articles which convert.
SOS! My Article Isn’t Converting Enough
The right impact is the key to great conversion rates. So make sure you follow these rules when writing an article and you will already notice great improvements in your business revenue:
Headlines are underestimated
We are living times when speed is our main constant in life. People hardly have time to read through, be it books, articles or recipes. There are situations when you are maybe giving up on reading or even not buying a book just because the title isn’t of any inspiration to you, doesn’t convey any emotion. There are actually thousands of books which don’t make it to our shelves simply because they have a merely flat or rather a neutral title.
On the other hand, we are spending our time reading stuff like ‘’Outrageous! Shocking! You must read this!’’, followed by eccentric, explosive and controversial lines. When you read the actual newspaper article, you realize that it is a piece of some very dull news that doesn’t even level up to the tone of the headline. However, this headline did make you buy and read that newspaper, didn’t it?
The solution is the middle way. You don’t want an exceedingly controversial headline, but you don’t want a flat one either. While most blog writers think that negative words like ‘’shocking’’, ‘’warning’’, ‘’threatening’’ and so on, should not be used when writing an article, it is not always the case. The key when choosing these words for your headline is to understand and know your audience well. Knowing what your audience wants to read and what would convince them to buy something is seemingly important for choosing a headline, as well as for writing articles in general. Even if your audience isn’t used to hearing what is regarded as negative phrases, you can at times use some of them to write your headline and generate curiosity. Some of these negative phrases will also prepare your audience for the final call-to-action trigger because it instigates the audience to be alert, active and ready to make a move.
Talking to and about your audience
There are very seldom the cases where most articles contain “I” more than “You”. As much as you as a blog-writer believe that your audience is interested in hearing about your company, sometimes it makes a great deal to dedicate the article solely to your readers. This should be something you should always have in mind since you are writing this article in order to reach as many people as possible.
At the same time, we all know that people love to hear the facts from a personal point of view. Take article A, which is promoting the Zebra pen (fictional product):
‘’…this Zebra pen is provided with a plastic barrel and steel nibs, which will help you redefine your writing style…’’
and article B, which is promoting the same Zebra pen:
‘’…I bought the Zebra pen yesterday and this might be one of the best purchases I made in a long time.’’
Reading the two examples below, it is easy to understand which of the two would capture your attention more easily. This should be the aim of each article and blog-writer, to keep their audience’s focus all throughout the article, without making their readers feel bored, not important or relevant to the writer or irritated.
Knowing where to insert your personal experience, how to mix facts with the stories that everyone loves and to wrap everything up into making the reader buy this product is the secret to high conversion rates.
Using converting elements, words and phrases
We talked about the theoretical milestones you need to achieve in order to write successful articles that convert your readers in the points above. However, these are skills that come with practice and won’t be fully developed instantly.
Fortunately, there are a few action points which you can implement right away, starting from your next article:
- Words that trigger action
If your article isn’t purely informational and your final purpose is to promote and sell a product, then there are some words that need to be omnipresent throughout your product, such as: ‘’get’’, ‘’start’’, ‘’receive’’, ‘’buy now’’, ‘’register’’, ‘’subscribe’’. These are the call-to-action words, which will make your customer take the desired action.
There is a catch, though. These words will have the effect you want them to have only if used wisely. This means that it won’t make any difference is your article will be crammed with these words, with no logical structure.
Depending on the article length, you should make sure to place these words after you have explained or mentioned the advantages of the product you are selling or the reasons why your customer should buy this product, as a final step into making your customer click and buy the product.
Instead of naming your article ‘’The Zebra pen is the best pen you can buy’’, try using ‘’4 reasons why you should buy the Zebra pen’’. You will notice a sudden increase in both your opening and conversion rates, as people will be more interested in reading your article.
Bullet points, tops or lists are a huge attraction within the article copy. Not only will you structure your information better, but you will also be able to pinpoint the reasons why your customer should convert and proceed to make the move you expect them to do, be it to buy or register on your site.
All in all, there is a lot you can do in order to increase the conversion rate in your readers. You need to make sure that you are always writing for the right goal, namely that to convert, not only to make your readers go through the entire text. It is important to also have people who read through your articles, however, not all readers are also buyers. So if you want to increase your business revenue, you will need to focus more on how to get your readers buy the product you are writing about. Start with the tips mentioned above and you will be surprised by the quick results!
Well, writing an article is still the half of the work as you need to place that article somewhere, where people can easily find it. Here come the blogs! To be able to regularly post authentic articles you need to have a nice, informative and appealing blog. Of course, there are some nuances for starting a blog too, however if you learn those tips, your blog is, too, doomed to success.
Author Bio: Christina Battons is a web content expert from LA. Creative writer who is able to connect various thoughts into a single theme. Christina loves to stay up to date on the latest content marketing trends. Her works have been published on EliteEssayWriters.com and other resources. Connect with Christina on Twitter.