[fa icon="calendar"] November 9, 2018 / by Fabrizio Colombi

Fabrizio Colombi

2 minute read


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A killer content requires brevity and clarity to ensure that the message is understood with ease. Also, it should fascinate the target audience and it should drive them to pull the trigger on a CTA. It should capture attention and should eventually lead to a mutually valuable, solution-driven call-to-action. Now, the goal is to write a clear, concise copy. To do this, there should be guidelines to follow and practice. Learn these 7 tips to write quality content.





  1. Getting to know the target prospect.

First things first, learn as much information regarding your target prospects before casting them their message. This is to effectively highlight the benefits they can get from the copy. These benefits should include specific pain points that make the offer more compelling to the right audience. One way to do this is to ask a series of questions regarding their personal background, their company, and position, challenges, goals, and shopping preferences.

  1. Exploit the psychology of exclusivity

For this to be effective, you need to make your prospects feel special. You need to make sure they feel like they are “hand-picked” or “randomly selected” to receive the offer. People love feeling important. Make sure they can feel the feeling of exclusivity in your offer.

  1. Make it emotional.

While it’s true that the features of the product or service is important, the emotional aspect is also as important as is it. The features only appeal to the logical brain while purchases are being triggered by emotion. This is why most commercials tend to make us laugh, cry or miss a person.

  1. The use of analogies and metaphors.

Most things in life boil down to value. That is why it is important to figure out that value in what you are selling and eventually put it into clear, concise and compelling words for it to be effective. To achieve this, you need the help of analogies and metaphors. They are often effective, and it puts concepts into perspective.

  1. Avoid using weasel words.

Weasel words are used when people want their statements to maintain some plausible deniability. As you can observe with some politicians, they avoid making any definitive comments. This is to achieve a stronger, more authoritative and more compelling creation.

  1. Create urgency.

People don’t like moving when they are in a comfy position. Same goes with the mind. People will stay if they already feel comfortable with it. Readers will leave your copy thinking that your offer will always be there, justifying to not convert on your call-to-action. Instead, create a deadline, emphasizing words that are time-sensitive. Additionally, try to include the scarcity card, reminding them that “there are only a few slots left”. You need to make your prospects feel uneasy about waiting because the more uncomfortable they are, the more likely they’ll be compelled to act.

  1. Tailor your CTA.

Do not settle with a simple “Click now” trick every time. You need to create a CTA that is simple but creative enough to play with the audience.






why should your website be responsive call to action



Topics: Digital Marketing, content marketing, content strategy

Fabrizio Colombi

Written by Fabrizio Colombi

Fabrizio is director of business development at Decographic. He's been with our team since 2008.

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