Content Writing Done Right
A quick and dirty guide to get you through any project!
INTRODUCTION
Oh, would you look at that… Your coffee’s cold again, your deadline’s looming and the regret of binge-watching all that Netflix is starting to set in.
Relax, take a deep breath! This article aims to give you an easy formula to write content that converts across all platforms.
Section 1 reveals two theoretical tips I’ve used daily to write for brands such as Shell Fuels in partnership with BMW and Ferrari, Nestle, MTN, Apple, Absa and many more.
Section 2 shows you exactly how to put these tips to use in a step-by-step formula that you can use today, to get through any project with ease.
You see, writing this article is difficult for several reasons, none of which matter! Because all you want is a simple, repeatable method to help you write great content.
Stop and read that last paragraph again — because therein lies the first tip.
SECTION 1 — THEORY
Tip 1: Put yourself in their shoes.
Imagine being at a party and standing next to a random guy who won’t stop telling you about himself — you’d be annoyed! So why would you do the same thing to consumers and expect them to stick around for more?
Writing is never about the writer, it’s purely about the reader! This means that you have to deeply understand who your audience is.
Close your eyes for a second and think about a friend or relative you imagine would love the thing you’re selling. Needless to write, this person should fit the description of the persona identified in the approved strategy. But take your thinking beyond the Living Standards Measure. [1]
Draw inspiration from real-life experiences, vividly feel their frustrations and then picture your product helping.
Tip 2: Sell the benefit, not the feature.
Now pretend to be the person reading your communication and ask yourself, “what information do I gain from reading this?”. This will help you stay consumer-centric if you are into buzzwords.
For example, consider this article my product, which makes you the consumer. A feature of this article is that the length is 1 586 words.
The benefit of reading it is that you’ll now be able to replace your lorem ipsum with content that makes people want to throw their credit cards at your business.
Understand this — most customers don’t care about the inner workings of your product, they just want to know what it’s going to do for them!
SECTION 2 — PRACTICE
Theory is cheap and you want results, so let’s put it to the test. Grab a pen and paper, it’s time to write some money-making content!
In most scenarios, the content you need can be categorised into 4 elements.
Element 1: The Mighty Headline.
What is it?
This short opening sentence (usually 3–8 words) is used to grab the reader’s attention. Its main purpose is to give them a quick summary of the best benefit they’ll reap from purchasing your product.
And since we know that the majority of people skim through content, you should assume that this will be the only thing they read. So make it count!
How do I write it?
Step 1 — Start with a verb (doing word).
Write the word “get” as a placeholder to get the ball rolling, then replace it with a better word later on.
Step 2 — Insert a big promise (benefit).
Take the main feature of your product and turn it into a benefit. For example, if your product is a new train and the main feature you want to sell is speed, then your promise could be that it will get your reader to work on time.
The first version of your headline could be “Get to work on time”.
Step 3 — Craft your words (polish).
Remember that the verb we used in Step 1 was just a placeholder. You can now go back to it and find a word that logically relates to the benefit in a better way.
The second version of your headline could then be “Arrive on time, every time”.
Element 2: The Smooth Sub-head.
What is it?
This secondary sentence is used to validate why your reader should believe your headline. It should include facts proving that your promise is real and attainable.
Keep in mind that the consumer will first read the mighty headline and only once they are interested, will they ask “how?”, so make sure that your sub-head answers this question directly, otherwise it is not a smooth sub-head.
How do I write it?
Since we’ve established that our best benefit/promise is “Arrive on time, every time”, let’s prove it.
Step 1 — Reveal the main product feature.
Although our headline is based on the fact that the main product feature is speed, merely stating that the train travels at an average of 100 km/h is no different to the annoying guy at the party who just talks about himself.
Don’t be that guy, rather position the feature in a way that the reader can relate to. Grab your calculator and make it real for the consumer.
For example, “Get from Sandton to Fourways in just 10 minutes”.
Step 2 — Mention the product’s name.
At this stage, the reader should be invested and eager to find out what this product is, because you’ve earned their attention by showing them that you understand who they are and what they need. It’s time to name-drop!
For example, “with the new Super-Vroom train”.
So, let’s recap: You should now have a catchy headline, and proof that it’s true.
Headline — Arrive on time, every time.
Sub-head — Get from Sandton to Fourways in just 10 minutes with the new Super-Vroom train.
Element 3: The Persuasive Body.
What is it?
This is basically your “elevator pitch”. The basic idea behind this business term is that you have a greater chance of bumping into a wealthy investor in an elevator than landing a formal meeting with them. So, by the time those doors slide open, you need to have convinced them to part with their money.
How do I write it?
Step 1 — Describe the problem that your product solves.
Remember Tip 1? The part about putting yourself in their sneakers. Well chances are, your friend or relative is not the only person to have experienced the particular frustration that your product solves. So tell that story in a way that makes the reader relive that skull-burning moment, because they’ve probably also been through it, or know someone who has.
For example, “We’ve all been there, stuck in traffic on the verge of another road rage episode. You woke up on time, made your bed and fed fluffy, but low and behold, the traffic lights decided to take the day off on the eve of your most important meeting. Now you’ve blown it. You’re late and can’t be trusted to keep time.”
Step 2 — Present your product as the hero.
For example, “Fortunately, there’s a faster way to get to work. The new Super-Vroom train travels at an average of 100 km/h, which means you can get to where you need to go on time. With routes all across the country and shuttle services always ready to get you to the station, you can now sit back on a high-speed train knowing that you’ll beat traffic every time.”
Step 3 — Add adjectives to exaggerate the effectiveness of your product.
For example, “Fortunately, there’s a better, faster and more affordable way to get to work. The new Super-Vroom train travels at an average of 100 km/h, which means you can consistently get to where you need to go on time. With routes all across the country and professional punctual shuttle services always ready to get you to the station, you can now sit back on a comfortable high-speed train knowing that you’ll beat traffic every time.”
Element 4: The Helpful Call To Action.
What is it?
The Call To Action serves as an instruction as to how your reader can access this great product that you’ve convinced them they can’t live without.
It can be an “Apply now” button on a website or app or a sentence on a poster that tells the reader to visit your store.
This is arguably the most critical part of your communication. Get it wrong, and all your hard work might prove useless and anti-climactic.
How do I write it?
Step 1 — Clearly instruct the reader to do what you want them to do.
For example, “Download the Super-Vroom App for free today”.
Step 2 — Reinforce why they should follow your instruction.
For example, “and start travelling faster for less”.
CONCLUSION
“I fear not the man who has practised 10,000 kicks once, but I fear the man who has practised one kick 10,000 times.” — Bruce Lee. [2]
There are 101 content writing theories, tips, tricks and hacks available today. I think most aspiring writers complicate things and get lost in the pursuit of looking smart. Find a simple technique and spend 10 000 hours mastering it — as advised by Malcolm Gladwell in his book Outliers. [3]
The formula I’ve provided is a distilled framework that I use to help me work quickly and effectively in our feverishly paced and highly demanding work environment.
Use, abuse and adapt it as you feel fit because, at the end of the day, there is no substitute for critical thinking, problem-solving and practice.
It is my sincerest hope though, that it empowers and gives you a different view and appreciation of the thinking required to write content the right way.
References:
[2] https://www.academieduello.com/news-blog/bruce-lees-10000-kicks-and-the-real-meaning-of-mastery/
[3] https://www.penguinrandomhouse.co.za/book/outliers-story-success/9780141036250
