- This article informs.
- It was written in the correct viewpoint: It is written in second person, using YOU - the most powerful word in advertising. It is used in persuasive writing.
- Timing is important. It was topical. The CPA had been around for about a year and people were figuring out it was for their benefit.
- The readability percentage was high: It was written in Plain Language. It simplified complicated agreements.
- It speaks to our emotions: It taps into an emotional trigger. We have strong feelings about our cell phone contracts. These emotions you evoke can be positive or negative.
- $$$$: It helped the reader save money. We love saving money.
- There is a call to action: It is action or solution driven. After reading it you know what to do.
- The layout works: There is a lot of white space and it was written using The Inverted Pyramid.
- The post speaks to the audience: This post directly benefits the reader. Often we write to get our message across instead of considering how this will improve the lives of our readers. What reward do we give them for clicking on our link?
- The headline tells you exactly what the post is about. It makes a promise and then delivers on that promise. Headlines can make or break a post.
Watch the interview here:
If you are interested in learning how to improve your business writing skills, join us for The Plain Language Programme. If you want to learn how to blog and write for social media, join us for The Complete Blogging and Social Media Course.
by Mia Botha
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