How to write web site and article content that sells

by Dr. Jeffrey Lant

It was Bill Gates, the sage with prophetic talents and the deepest of pockets, who said it first: “Content is king.” Per usual billionaire Bill was right.

Problem is, he omitted the directions on how to produce the site and article content  you need so much. Humbly, I rectify his omission.

Here then are the necessary steps for producing web site and article copy that sells.

1)  Know thy audience.

The purpose of creating site content is to build relationships and loyalty with your designated populations… and produce content that gets them to RETURN and RESPOND.

Are you, therefore, clear on just who you are producing content for?

Say you are running an insurance agency and want to insure more business from people with large and  valuable art and artifact collections. Before you write word 1 of content, you must know and WRITE DOWN a description of the kinds of people you want to attract. Every word you write thereafter, all the content you produce is for — them!

2) Write content that brings you business

In this report, I am showing you how to write site content that sells. For details on how to write the great American novel, you must seek other counsel.

Thus, your next step towards producing site content that sells is to brainstorm subjects and to craft the all-important title.

Again, consider the insurance agent aiming for lucrative antique collection accounts. He needs a title like this: “7 things you need to know about insuring your antiques and collections.” Alternatively, try this

“7 things you don’t know about insuring your antiques that make you vulnerable.”

Or, “5 things you can do right now to decrease the cost of your antiques insurance.”

Note: a title like this peeks reader interest… the public designated for this content wants to know, is desperate to know, just where there may be holes, flaws, and omissions in their policies. Your content (and your title) play to their need to know, including fears and anxieties which motivate prompt response to you.

3) Brainstorm subjects to be included in your article or site content

The most cogent content is brainstormed and outlined before a single word is written. First, and most importantly, sit down at your desk and write down the topics you want (and your reader must have) in this content.

Personally, I take one 8 1/2 by 11 inch sheet and (in my execrable hand writing) detail all the key points about the subject at hand.

Then, having brainstormed all, I arrange these points in logical order, thus: first do this, then this, then this, etc.

Brainstorm and point prioritizing are key to successful content.

Note: for best results, you should have no fewer than 5 points in any individual article or not more than 10. The content may appear skimpy and inadequate if you have too few points while having more than 10 over burdens  your reader (and future customer), causing him to postpone reading — and response!

4) Now write.

You are now ready to write the content, for you have considered your audience and what they need to know (and will most thank you for); you have brainstormed the subjects to be included and arranged them in the proper order. Yes, you are ready to write.

Sit yourself down in your writing place (you do have one, don’t you), a place  where you can write undisturbed, inviolate to the crafting of superb content

Go there now. Determine your writing schedule. You should be able to produce draft site content in 2-4 hours, depending on how experienced a writer you are. Always set a date and time for the conclusion of Draft 1. Never leave it open-ended. Things without deadlines are things less likely to be done.

Note: Remember, what you are writing now must be a conversation between you and your reader (who is, let’s be clear, your future customer, too.) The content must,  therefore, be written accordingly. The word “you” (meaning you, the reader) must predominate. You must not write for an amorphous audience of the unknown. You must write instead to and for the chief benefit of each individual reader… just as if the reader was sitting beside you and  you were explaining one thing after another of importance to her. This is vital.

5) Read, review, revise your content.

Now hear this: the best writing is re-writing. Thus, when you have finished Draft 1,  let it sit overnight. It is the rare, experienced, polished writer who can write such content, review such content, and post the finished product all in a day. Some may disagree, but I remain convinced time and patience are necessary ingredients in the very best content.

When ready, read your content aloud. No sentence should be more than one breath. If your sentences are turgid and flow slowly, awkward, break them into shorter lines, easier to read. Your tempo should be allegro,
not andante.

6) Revise, revise, revise.

Having finished your first revisions, it is time for… more revisions. As much time should be spent on revising your content as writing it in the first place.

This, then, should be your schedule:

Day 1, write the content. On this same day, do the first revisions.

Day 2, after letting the content sit overnight, awake early (personally I do this between 5-7 am because that is when my schedule is clear and I have the fewest interruptions. In other words, I can focus.) Then do at least one more  content revision.

3) On Day 3, do a final content review. There should be few, if any, changes at this point. Your content should be word perfect, light, graceful, moving; content that will impact the reader, because it impacts you!

7) The Resource Box

Now add the crucial Resource Box and About the Author details. Having written content that helps your reader and future customer, it is now manifestly appropriate to include something that helps you… and that is precisely what the Resource Box and About the Author sections do. Treat them accordingly.

Be sure to include all the means you wish customers to use to get in touch with you, including email, URL, telephone, cell phone, etc. Believe me, the useful content you have given them will inspire response. Depend on it.

Exult. You deserve it!

You have now done a useful thing. Your content is now available for use on blogs, ezines, site postings, et al. Take a moment to congratulate yourself. You deserve it.

You have taken what you know and can do and transformed it into a focused means of generating new customers and really helping them. You may be a tad fatigued by your effort; that’s natural. But what you’ve written can live for years and help thousands. And that’s a true cause for jubilation.


About The Author

Harvard-educated Dr. Jeffrey Lant is CEO of Worldprofit, Inc., where small and home-based businesses learn how to profit online through automation.

Attend Dr. Lant’s live webcast TODAY and receive 50,000 free guaranteed visitors to the website of your choice!

Republished with author’s permission by Graham Lee – The Income Zone

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