Crafting Convincing Messaging: How To Get Consumers To Convert

As a business owner/employee, you know how important it is to connect with your current and potential customers online. By engaging with your audience, you can create emotional bonds and cultivate brand loyalty. However, creating great content and having excellent customer service is not enough if people are not converting.

Persuasion is one element that can help your audience take the action you want them to take. For example, if you want them to sign up for a newsletter, using convincing wording will encourage sign-ups. Brands and marketers can craft messaging in a way that cultivates persuasion and helps the audience convert by using what is called the story braid framework, developed by Pete Vargas of Advance Your Reach. Keep reading for how you can take advantage of this framework to inspire action.

Connect through storytelling

This first step is one that you may already be familiar with – relating to your audience before trying to sell them your product or service.

When it comes to building a relationship with your audience, you need to be fully aware of your audience demographics so that you know what they will relate to. If you tell an impressive, one-of-a-kind story, it may only impact one in a million users. If you tell a one-in-every-household story, though, you will connect with a lot of people.

Additionally, it is important to keep your stories / messaging simple. The more details you add, the less relatable it becomes.

Offer something of value

When your brand is trying to be relatable, do not just describe the problem the audience is having – they already know what it is and do not need to know every nuance of it.

Since they are seeking you out, they do not need you to tell them you have a solution – they are simply just waiting to hear what it is! Do not tease them and tell them that if they make a purchase, they can find out what the solution is.

The most efficient way to prove to your audience that you can help is by actually helping them. If you are worried that offering too much information for free will prevent you from making sales, it will do just the opposite. If consumers can trust you, they will end up doing MORE business with you!

Include a compelling call to action

The time has come to tell your audience what the next step is! If you are trying to drive traffic to your website, make sure you tell them where to find it and how to get there. It is very important to be clear and specific to ensure that you achieve your desired outcome. If you present too many options, it could confuse people and cause them to not take action. Identify exactly what you want people to do and give them the steps they need to take to get there.

Not only is it critical to include a CTA, but it also needs to be compelling. An audience that is left feeling motivated will take action, so you want to leave them feeling inspired.

Are you ready to start creating compelling copy? Call, DM, or email us at sbellem@bbrookstone.com to get started. We would love to help you improve your online messaging.