If you are writing online content, especially blogs or how-to’s, then you should make avid use of a concept that is frowned upon heavily in conventional writing circles. This concept is writing to you. What I mean is that online writing is so much more compelling when you talk directly to your reader.
Who?
Most of the people that are searching for answers online are looking to answer one question, how does this work with or for me? Answer this question directly by telling them that this is how YOU do it, or that YOU will find YOUR answers here. Believe it or not it makes a big difference. The internet is already cold and mechanical enough without reading content that is written to a vague and invisible audience. When you read about products online, you want to know how it pertains to YOU.
How?
So you have probably already noticed that I have used the word YOU over and over, but that is not the only way to address your audience. You should engage your audience with action words. Using passive verbs will kill the enthusiasm of your reader. Tell them how to take action, and create the sense of urgency and inspire them with words that motivate. Don’t tell them what they want to do in the future, give them a commanding line of text telling them how to get it done now. Your readers will respond better to “use the injector to fill the mold” than “you can use the injector to fill the mold”.
Why?
One more thing that you want to give your readers to keep them interested in your article is why it benefits them. The fact is that we all want to know why, and what’s in it for us. To be blindly led to something that I am told benefits me makes me feel suspicious, but if you tell me why it is beneficial I am way more likely to respond. Don’t leave your article with unanswered questions; deliver information in a way that will make your reader feel as though they have gained something from the experience.
Click here to get a free copy of my authorative new eBook: Jump Starting Your Profits With Lists.
