Today I’ll conclude my series on relevant content (though I’ll continue to address it as a general topic here). Let’s look at our final characteristic: Engaging.
First, let me say that there is no formula for creating engaging copy. That’s because what I find engaging, you might find silly or what you find engaging I might find distasteful. I’ve said this dozens of times before and I’ll say it again … you gotta know your audience. And that means knowing who they are, what they like, how they talk and what inspires them. Only then can you create copy that’s engaging.
Of course, if you don’t know enough (or anything!) about your audience, ask! Talk to your customers, conduct focus groups, do surveys, meet with them face-to-face, monitor what they’re saying online and more. Do anything you can to confirm your audience assumptions. Remember, the more you know about your audience, the more you can speak directly to what is important to them. It’s job #1 to know your audience.
Now, let’s get back to engaging copy.
Engaging, says Merriam-Webster, means: “tending to draw favorable attention or interest.”
What draws attention and interest (in addition to other relevant content such as video, audio or graphics) is, of course, word choice.
Take, for example, Chipotle. They do a great job of engaging their customers through the use of quirky, not-so-usual words and phrases. On the other hand, PetSmart’s product-focused site contains very little verbiage, making it more engaging for someone who knows what they want and is ready to buy.
Engaging content — and therefore relevant content – is whatever draws your reader in and compels them to action. That action can be contacting you, bookmarking your site, buying something, signing up for a newsletter, etc.
So, how engaging is your copy? Does it draw favorable attention or interest? Take my 4-point quiz to find out.
1. When it comes to your audience, you:
A. Never give them a thought
B. Think of them only in a vague and general sense
C. Take them into account when creating web copy but not as much as you could
D. Use copy to talk with them like an old friend
2. When it comes to word choice, you:
A. Love to show off and use big, expository language
B. Prefer the “tried-and-true” language found in your marketing materials
C. Try to include some words and phrases your audience will find familiar
D. Pick words that are fresh, descriptive and easily recognizable
3. First-time visitors to your site would say your web site copy is:
A. Fine or adequate
B. Nice or pretty good
C. Good or better than average
D. So good they don’t see “copy” … they see a solution to their problem
4. Your copy makes your site visitors:
A. Want to click away
B. Experience a little frustration and confusion
C. Get comfortable
D. Feel inspired and connected
Score: A=1, B=2, C=3
If you scored 4-7, give yourself credit for brutal honesty; but realize you’re also missing the mark on leveraging the power of the web for your business or brand. It’s time to invest in a total copy makeover.
If you scored 8-10, you’re right where most people are, which means you have a tremendous opportunity to differentiate yourself from the pack. Breathe new life into your copy with a rewrite.
If you scored 11-12, you’ve got great copy. Give yourself an “attaboy” or “attagirl,” and then make a plan for your next copy move, including adding to and refreshing your copy.
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