I created a lesson on “Writing a Powerful Call to Action” for the Writing Amazing Blog Posts course in Maximize Marketing Club last month. Then I gave a presentation on the same topic at a networking breakfast last week.
Since the Call to Action has been on my mind so much lately, I’m especially pleased to share this guest post by Kate Thora, who explains the power of using action words in your content.
Content marketing is a strategic marketing method centered on producing and sharing valuable, relevant, and consistent content to entice and engage a distinctly established audience – with the final aim of driving profitable consumer action. Content marketing doesn’t pitch a product or a service. Instead, it offers a useful solution to customers that could solve their issues.
When done correctly, content marketing can save companies money and strengthen their brand, while forming strong bonds and loyalty with customers. One of the reasons content marketing works so well is action words. While an advert will simply display the product, its cost and its usage, action words will tell the audience why they need said product in their life. Action words draw people in, get them hooked and engaged. Here is why content marketing can’t exist without them.
The influence and power of language
It doesn’t matter who you are, from smart business owners and entrepreneurs to copywriters and designers, you know how language can evoke emotions as well as influence action. Language is a very powerful tool. It’s how we communicate, it’s how we show interest, joy, and sadness, and it’s how businesses talk to their audience.
There are certain words and phrases that are time-tested to boost response, all of which are used in content marketing. For example, words and phrases such as “discover” or “never before” work by speaking to aspects of our human nature such as intrigue and curiosity. Glancing over a headline about how you can “discover” how to make your car shine like “never before” will draw you in without you even knowing it. That is why action words are so important to content marketing, they work on both conscious and subconscious levels.
They grab the attention of the reader
While some action words get embedded in the audience’s subconscious and take some time to hit, others grab the readers’ attention right away and even excite them. As you know, in any market there is always strong competition. From selling coffee to postal services, companies are in a constant struggle to stand out from the crowd and be heard. The only way to stand out is by grabbing people’s attention with sharp and engaging content marketing, and more specifically, action words.
The way people ingest media and adverts changes every day. People tend to scroll through things on their phones so you need words that display a wish to benefit them in some way.
Using an action word such as “premium” will portray your product as the best of the best, while an action word like “bargain” will speak to everyone’s desire to save money. Both are simple words that we tend not to think about, but when added to sharp marketing copy they tend to stand out more than anything else.
A call to action often leads to action
If there is one thing that a company selling a product wants, it’s for their target audience to see their product and take action. Companies want their customers to look at an advert or marketing copy and be excited to spend their money; this can’t happen without action words. As I have mentioned above, the power of language is imperative to content marketing and advertising in general. Without the use of action words, customers simply wouldn’t take action.
Of course, you need great content and a great product, but if you don’t have the right words to back it up, it’s useless. People see action words such as “value” “save” and “act now” as proof that the product will help them with their needs. If you leave out action words, all you will have is a nice explanation of what the product is, without conveying the product’s necessity to the customer.
I hope this article went a long way to displaying just how important action words are to content marketing. Be sure to use them to your advantage the next time you create some marketing copy!
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