As we know that online business or online marketing is now a must for both SMEs and large businesses. Competition in the online world is high, and tons of content is in the eyes of consumers every day. How can we create catchy content to attract consumers as there is an abundance of choices in this era? Here, we have great tips for writing great content to hook target groups and grow sales.

Winning Zone

Good content must be in Winning Zone which is the core where our products meet consumer needs. We have to tell things that customers want to know and that we can possibly do them. This means our story is relevant to customer interest. Often, we produce some content unrelated to the target group and irrelevant to customer needs, or advertising doesn’t hit your target. Great content should start with finding customer needs and using our products or services as a solution to solve the right problems.

Clear Objectives

When customers don’t quite understand content with unclear objectives, we won’t be able to measure anything. Suppose you could make a wish for this content, what would it be? Before creating content, ask yourself what do you want to gain from that content; Likes, Shares, Leads, or Sales?

Change from Products Features to Solution to Solve Customer Problems

• 45 mil pixels camera = taking clear pictures in all different environments
• 6 types of lens available = ability to zoom with a great night photography
• Design for IP67 = water-resistant to 50 meters and swimming pool photoshoot
• Dolby stereo system = loud with sound clarity without stereo separation
• 5800 mAh battery = 12 hours long lasting power

Good Content Should Start with Why

All content must respond to the 3 following questions.

• Why buy? Can the content answer the question ‘why they buy’ to customers? After reading your content, they may not buy products right away. It probably means that they buy your idea or may contact you for more detail. You should adapt your products to be a solution that can solve problems or respond to customer needs.
  
  
• Why you? Many people often make mistakes to this issue. Most content offers good promotions that customers like the idea and think that they may buy.  In contrast, it turns out that they can buy such promotions from any brand. Therefore, your content must include ‘Why you’ and tell customers why they should buy products from you, not from others. Winning Zone is significant and we have to communicate to customers about the reason they need to buy from us, and how we’re different from other brands.
  
  
• Why now? Each day, people in an online world are bombarded with abundant and superfast content. If customers see your content and there’s no feedback or no further action such as inbox returned to you, you can assume that they already disappeared. It’s also the mechanism of Facebook advertisement that won’t shoot an ad to the same person. If customers don’t buy products now, they may no longer buy anything from us.

Above all, content should consist of 3 functions and must end in one content. Good content doesn’t have to belong but the story must be fully complete. Things to be concerned about are; What is a solution for buying a piece of cosmetic? What is the difference between our brand and others? What is the promotion for buying this product now?  

Be reminded that content doesn’t tell customers what you’re selling, it’d rather tell them how to solve their problems and who will get help. Content is a ‘Problem solution’. Our products or services are Solutions or key in solving problems. Our duty is to provide a Solution by introducing a concept Why buy? Why you? Why now? 

 
The Composition of Content

• Headlining with problem, pain, greatest desire, to attract readers and draw interest
• Giving value, presenting clear result and solutions to create interest and needs
• Call to action to close sales, clearly state what to do next to stimulate action, purchase, and inquiry

 
Punch Headline to Draw Attention

A must-do for writing either online or offline content is a stunning Headline or Title, to catch your reader’s eyes. Here are ways to name your title.

• How to: for example; The top secret of…, A new way to…, This is a way to…, How to win…, An innovation of…, Suggestions for those who want to…, Tips to increase/decrease…, How to make You…, Say goodbye to…forever.
  
  
• Question: for example; Who else needs…, Do you think you…? Are you tied up with…? Do you feel embarrassed with…? Have you been mistaken for…? How much did you lose with…? Are you ready to…? Are you hurt with…?
  
  
• News: for example; The truth about…, Will you be one of…in the near future? The most important news at present is…, Have you heard that we can have…without…? Now the target group has…and what about you? Don’t…unless you read these facts, Did you…like you used to?
  
  
• Warning: for example; Caution! If you…read this., Did you notice…the sign of…, Stop taking a risk with…, Why a group of people can…but you can’t., Assuming a severe event as…happened, will you survive? You’ll miss a significant point that will…if you don’t…, Oops! Did you forget…?

Once we finished learning basic principles, the next step is to take action and then the results will lead to measurements and evaluations whether our strategies work well. After that, we will improve our lesson learned to create a content that hits each target group. Learn, Take action, Evaluate, Improve, and success will be within your reach!