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.
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.
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?