Write For You – A Reader Focused Writing Primer
You want to write better, more engaging articles and content right? You want to get your message across and you want your call to action….actioned right? I am no writing expert, but I can tell you one thing, the secret to writing better starts with one tiny word….. YOU!
Your readers (And maybe your potential clients/customers) read what you have written for a reason. They read because they want to gain something from it. THEY want to gain something. They are not interested in how YOU are this, that and the other. They want to find out how what you are writing can benefit THEM. People are greedy. Even when they are not trying to be. They are greedy at a subconscious “Brain Sponge” level.
How many times have you read an article or blog and stopped reading half way through? How many times have you thought “God…this person likes to talk about himself”? And don’t you just hate conversation when someone else always talks about themselves? READ ON!
ALWAYS FOCUS ON YOUR READER
When you are writing, and especially when you are writing to sell something, focus on your reader. They (Usually) don’t care about how great your product is, they only care about how great it will be to them. Use the Words “You” and “Your”. Make your reader feel how much it is going to benefit THEM.
A great testimonial to this fact is a test I ran on a single eBook I used to sell. It was a single page website that sold an eBook on setting up a website. I played around with the copy a lot and the product was great, but it was not selling. I invested in a split testing software and created two different versions of the sales page. One was the normal sales copy and the other was the sales copy focusing on the user. So rather than “With our eBook” I had “With your eBook” etc. The results were surprising. By minimizing the use of “I” “We” and “Our” and increased the use of “You” and “Your”, the sales of the book increased by 60%. That’s a lot!
Asking your readers questions is also a great way to engage them. Make them think. Make them ask the questions YOU WANT THEM TO ASK! Questions that YOU have an answer for. Have a specific call to action and lead them down the path.
I have used this technique on many sites in my network from the beginning and have seen great results. I am sure you will too.
***It should be worth noting that I (tried) to keep you engaged in this article by using the word you/your 30 times (Including this sentence) and asked 5 questions. Seems like a lot now but it worked, didn’t it?