Every piece of writing has a job to do. For content marketing, that job is usually to move a reader one step closer to a decision. Here are three principles I keep coming back to.
1. Lead with the reader's problem
People don't care about your product until they believe you understand their situation. Open with the tension they already feel, not with your solution.
2. One idea per section
A reader skimming on their phone should be able to grasp each section from its heading alone. If a section is trying to make two points, split it.
3. End with a single, obvious action
The fastest way to lose a converting reader is to offer them five next steps. Pick one.
Weak: "Learn more, sign up, follow us, or download the guide."
Strong: "Start your free trial."
Master these three and most of the rest takes care of itself.
#copywriting#marketing#conversion