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4 Ways to Make Your Content More Likeable

Are you struggling to write more likeable content?

In case you haven’t heard, there’s a tremendous need for businesses today to be more approachable, and this usually starts with creating likeable content.

A likeable concession stand selling kettle corn

What's not to like about freshly popped kettle corn - sweet and salty too!

Image credit: Shashi Bellamkonda

Why is this important?

Because for most people, your content (website, blog, social media content, or other print media) is the first point of contact with your business. If they’re turned off by what they read, it’s unlikely that they’ll want to do business with you.

However if your content resonates with them on a personal level, chances are they’ll like it, subscribe to receive it more frequently, and (possibly) even purchase whatever it is that you’re selling.

So what should you do to make your content appeal to them? Here are 4 ideas to apply to your written content:

#1. Lose the corporate speak and write like a person

Please, please, please write like a person. I know you have a master’s degree in English Literature and your favorite pass-time is reading Poetry and Prose by John Donne. But the people you’re trying to reach don’t care. Beneath their buttoned-up suits, they’re just regular folk trying to learn and share ideas simply and conversationally. So drop the jargon and opt for a more personable style of writing. Copyblogger does this well.

#2. Show backbone and give an opinion

Many writers are afraid that if they give a strong opinion about something they might come across as being arrogant or overly critical. Sure, there are some who may read your content and have a different opinion. But if your opinion is respectful and useful, readers will be attracted to your personality and your ideas. Besides, a little backbone differentiates you from other writers and tells the world that you’re not afraid to say what you think. This is appealing on so many levels. Ask the SalesLion.

#3. Tell stories, not theory

No doubt you’ve read many books written by super-intelligent people that bored you to death. Their ideas are solid but you had to wade through a lot of boring stuff to get the big picture. Be entertaining, be useful – tell interesting stories. People forget theory, but they never forget a good story. And because not many writers can do this well, be one of the few that can! Influential Marketing Blog does this well.

#4. Show different sides of the story

Perhaps your audience is diverse – they may come from different industries, brands, and company sizes. Don’t tell the same business story to all of them, all the time.

Find different examples, case-studies and feature different experiences that resonate with the particular group you’re trying to reach. Talk about big brands, small brands, local brands, global brands, and so on. Find stories that apply to your audience’s situation. Social Media Examiner does this well.

Key Takeaway

Businesses today face an uphill struggle of persuading consumers that they have something interesting and worthwhile to offer. No matter what you’re selling, it starts with connecting with people and building relationships that will get them to know, like and trust you. Why not start by creating likeable content (both digital and print) and show them how approachable and human your business really is?

Over to you: Is your business approachable? What other tips can you share about creating likeable content?

 

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Comments

  1. Thanks, Patricia! My co-worker and I were just talking about this yesterday. I am working on creating more intriguing posts for our company blog, but its tough to know how much opinion is too much. We have a pretty broad audience and it feels safer to maintain a neutral voice, but that doesn’t seem to engage readers. Thanks again for the great tips. I will put them into place in my next post :)

    • predsicker says:

      Thanks for reading Resident Pixie :)
      When you say broad audience I wonder if that might be one of the problems that’s hindering engagement. Not your audience, but the fact that you’re not writing for a very highly targeted group.

      Without knowing the makeup of your audience it’s hard to know, but my initial question is who is your company trying to target i.e if B2C then think of gender, age, hobbies, homeowners, etc. If B2B think of job title, duties, type of problems they deal with, decision maker or tactical, tech enthusiast etc. Once you start to *visualize* the kind of person that you’re writing for, then it’ll be easier to create content that is more relevant to them and you’ll gradually see engagement going up. At least that’s the experience that most marketers have :)

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