Content Operations Lesson 3 for Startup Teams: Inventory Resources and Place Calls to Action
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Dear friends, we meet again! Do you still remember the copywriting content, form, and attributes that I introduced to you last time? Today, I want to continue to talk to you about resource inventory and how to place a call to action (Call to Action, also known as a call to action)!
World-renowned advertising man Leo. Leo Burnett (http://leoburnett.com/) once said, “The only purpose of business is to serve people; and the only purpose of advertising is to explain this service to people.”
When I was still working in the media, I interviewed many start-up teams, and it was clear from my conversations that they all had the ambition to change the world. But as the saying goes, “A journey of a thousand miles begins with a single step,” we must never forget that we still have to start from the basics—the same is true for team building, and the same is true for content operations.
Just like Leo. The truth behind what Bena said is that the purpose of writing product copy and other content is to serve the target audience we have set in advance, explain to them the characteristics, advantages and benefits of our products and services (remember FAB Sales Rules?), so as to stimulate desire and generate motivation for action.
As for how to put sales information, motivation and unique selling proposition in the copy, and even how to make people willing to follow the instructions and take action? Now, let’s take a moment to understand!
Plain narrative cannot move people’s hearts
People often ask me, how to write an eye-catching project and press release? After reading many classmates’ classroom assignments or the copywriting they wrote for companies, I found that everyone has several common crux of the problem-either the writing is too straightforward, or it is too formal, or it blindly emphasizes the function of the product, making people have no desire to continue reading.
In particular, many start-up teams are prone to the problem of “greedy”. They are afraid that target customers will not be able to appreciate the benefits of their products, so they just talk about the advantages all at once! Well, of course I’m not saying that this won’t work, nor is it a question of good or bad writing, but in this era where attention is severely diluted, there are indeed quite a few details that must be paid attention to in order to write a piece of content with marketing purposes.
For example, I have simply listed the following principles, which everyone should pay attention to:
- The title of the article should be conspicuous and clear at a glance.
- A picture is worth a thousand words, don’t forget that photos or videos are also important.
- You can talk more about the advantages of the product or service, but do not overexaggerate or exaggerate.
- Specifications, functions and selling prices must be written clearly to avoid misunderstandings or wrong associations.
- Refer to the copywriting of peers and read more reports in newspapers and magazines in order to grasp the pulse of the market.
Leo, a senior figure in the advertising industry. Baena told us, “A truly good creative is more interested in being practical than being eloquent, and is more satisfied with touching people’s hearts than sweet words.”
New startup teams often have to write a lot of introductions about companies, products or services. However, if they just follow the traditional method, they may be able to achieve the level of “seeking truth from facts”, but they may not be able to achieve the level of “moving people’s hearts”.
Su. Hershey Vizkol (Sue Hershkowitz-Coore) In her book “[Write Good Results: Sales Letter Writing Techniques Both Business Veterans and Rookies Should Know](https://www.books.com.tw/exep/assp.php/vista/products/0010536136?utm_sou The book “rce=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201710)” (McGraw-Hill International Publishing Company, published in March 2012) points out that when writing emails with sales purposes, we must “put on the other person’s shoes” and give potential customers the information they want to know.
In fact, whether it is an email or other text content, as Su. Hershey Vizkol said, “The content of a good email is brief, but it must contain sincerity. If the other party can feel your sincerity, the content of the letter will be more likely to be taken seriously.”
It is recommended that you think more about consumers’ usage situations, or start from the “usage experience” level to encourage the target audience to actively think about:
- What was your daily life before this product or service existed?
- After the product or service came out, what changes did it have on life?
- What specific value does the product or service bring?
Especially before you start writing any kind of content, I would recommend that you take stock of the resources you already have at hand. For example, are there any ready-made pictures, promotional materials or manuals within the company that can be used directly? Or whether colleagues have special strengths that can be cited for marketing purposes, etc. In addition, I also hope that everyone has a certain degree of knowledge and understanding of the products and services they promote, so that they can find the ideal entry point and make the target customers excited as soon as they see the carefully designed content.
Here is an example. Previously, I helped a well-known domestic tourism group organize internal corporate training, and also guided colleagues in various public institutions to write copywriting for their products or services. The travel agency under this company has taken a fancy to the development potential of Zhangjiajie, Hunan Province. In recent years, it has vigorously promoted local tourism and sightseeing, hoping to recommend this wonderland with “three thousand peaks and eight hundred beautiful waters” to more people.
When the in-house training course entered the practical exercise phase, at first the colleagues at the travel agency kept focusing on the low prices of travel itineraries or the beautiful scenery of Zhangjiajie (such as the world’s longest glass bridge, the world’s highest outdoor elevator, etc.). There is no doubt that these are of course the characteristics or advantages of Zhangjiajie─but we must know that beautiful scenery is everywhere in the world. If simply comparing CP value is no longer exciting, then how can we attract people who love traveling?
I reminded them to think more about the uniqueness of Zhangjiajie and whether it has any reputation? Later, they cited former Colorado Governor Nancy. Dick (Nancy E. Dick) visited Zhangjiajie and said, “In Zhangjiajie, you pay $5 for every breath you take.” Sure enough, this version of the copywriting immediately attracted the attention of all members present.
Using celebrity testimonials skillfully, Zhangjiajie’s “wonderland air” is described as the most expensive air in the world. People naturally begin to estimate the cost of breathing a breath of fresh air. This seemingly concrete and scarce value has indeed successfully attracted the attention of potential customers.
Keep your call to action simple and powerful
Finally, let’s talk about placing calls to action. To write “[Successful briefings with anyone: how to achieve expressive power, story power, and persuasiveness at once!” ](https://www.books.com.tw/exep/assp.php/vista/products/0010672340?utm_source=vista&utm_medium=ap-books&utm_content=recomm end&utm_campaign=ap-201710)”, “[Laws of Visual Communication: Presentation Creativity from Technology, Trends and Art Masters] (https://www.books.com.tw/products/0010561439)” and other well-known presentation teaching books, Nan Xi. Duarte (Nancy Duarte) is not only good at briefing design, but also quite experienced in placing calls to action.
The team she led once produced the “Unfavorable Truth” briefing for former US Vice President Al Gore, successfully turning the issue of global warming into a visual story that touched the world and attracted public attention to this public issue. In South West. In Duarte’s eyes, simple and powerful appeals are more likely to attract the attention of the audience than those gorgeous and fancy briefings.
In other words, the so-called conveyance and communication is actually to establish a path of trust between each other, so that the other party feels that “it is safe to cross over to your side.”
So, how do you further convince your target audience to accept your call to action? I have a few magic weapons that I can share with you:
- Provide free gifts or free trials at the right time so that people can try it out first.
- Make good use of data or unbiased statistics from third parties.
- Use the “guaranteed refund if not satisfied” strategy to eliminate any doubts in your mind.
- Use celebrity testimonials or user reviews.
American writer Robert. Robert Cormier (Robert Cormier) has a famous saying: “The good thing about writing is that you don’t need to do it right the first time like brain surgery.”
Indeed, in the process of writing various contents, we can indeed imagine the central idea first and then construct the outline; as long as time permits, we can continue to improve and write good content with sales information and calls to action. Remember, we need to focus on the problems that customers urgently need to solve and make customers believe in your unique selling proposition.
I believe that after reading this, you already have more ideas about how to use the power of words to assist marketing, right? If you are interested in content operations or [content marketing](ht tps://www.contenthacker.today/search/label/%E5%85%A7%E5%AE%B9%E8%A1%8C%E9%8A%B7) If you have any questions or comments on the topic, please leave a message below to communicate!
★ Featured image source: StockSnap
★ This article was originally published in ALPHAcamp
Further reading
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Deconstructing previous experience and becoming your own editor-in-chief
- Experience from participating in the 2nd Content Hacking Lecture (CHL2)─Write a blog with your own style, and the ranking can also change the content
- The secret of content marketing that turns passive into proactive─sharing the summary of the 2nd Content Hacking Lecture (CHL2)
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