The key to dropping that extra 10 pounds…
... is sitting on your bo-hiney with a bag of Doritos and reading articles about dropping 10 pounds.
Made you look. Did I trick you, even for a second?
Lately, I’ve been astounded at how many magazine features, blog posts and newspaper articles address losing weight. The topic is not only unoriginal, but completely overworked.
But it works. Every time.
What is it about losing weight that gets people clicking?
When you really think about it, the answer is simple: excess weight is a "pain" that ails a large portion of the population.
In sales, we’re told people don’t buy products, people buy pain relievers. The same is true of compelling copy. People read your content not because they care about what you have to say, but because you’re offering them a relief from a pain. Pain relievers could include how to not suck at flipping an omelet, how to save money on car insurance, or how to lose a few pounds.
Compelling content should ease your reader’s pain in the arena of your expertise.
Here’s 3 ways to create written Advil:
1. Let the reader know they are “not the only one.” A Copyblogger post by Sean Platt revealed phrase “you are not alone” is the most effective email subject line. Adding a phrase like, “people everywhere are experiencing…,” “it is common that…,” “we see _____ all the time….,” will immediately cause the reader to lower his or her guard.
2. Let the reader know you understand them. Insert examples and anecdotes to show you either write from personal experience or extensive research. If you have neither experience nor research, you may want to choose another topic. This not only communicates that you “get” your reader, but also establishes credibility.
3. Don’t preach. Nothing is worse than a piece that leaves the reader feeling defensive. Instead of “talking at” the reader, “talk with” them. Get off your soapbox, throw an arm around their shoulder and guide the reader to the solution they’ve been searching for.
What topics consistently relieve a "pain" in your life?