Master This Skill, and You Will Succeed in Marketing
Today I’m sharing some of the best ways to influence through writing. You can apply these ideas to anything – articles, emails, ads, social media posts, a script for a video, etc.
(By the way, if you want to know how to grow your business through Linkedin or how to use the most effective marketing platform in existence, you can read my past articles here and here.)
Whether you prefer to script and record, or write to your audience, or if you like to persuade people in a live situation (presentations, webinars), these strategies will increase your ability to get the response you want.
If you don’t know how to write in a way that influences your audience, you’re business or project is in serious trouble. Perhaps you are more persuasive in front of people than in writing, but without planning the message you want to communicate, without using the tools that are a part of persuasion, you won’t get the response you want.
If you’re wanting to start a crowd funding campaign, create a popular blog, sell your book, grow your support team, or build your business, you need to know how to connect people’s problems with the solutions you provide. You need to show them that:
You understand them and are the right person to listen to
They have a problem that has real consequences if left unsolved
You have a solution their problem
As with other topics I’ve covered, there are good books you can read if you want to go in-depth. But if you just need some ideas right now to help you be more persuasive, then these strategies will be immediately helpful and useful to you.
Preparing to Write
Always start with your target audience. Put yourself in the shoes of the people you want to influence. Think about the following questions:
What problems does my audience have, including problems I can’t solve? (list every single problem you can that is common to your specific audience, though not things common to everyone)
If you were having these same problems, how would you rank them? How important would solving each one be to you?
Now think about the problem that you solve for your audience.
How does this problem compare to the other problems your audience has?
What emotions does your audience feel about this problem? How urgent do they want to solve it?
Be honest as you do this. Now you can answer this last question:
If the problem I solve isn’t urgent or one of the top-ranking problems for my audience, why is that?