How Written Content Influences Customers

Can you think of a time when written content was the difference between you making a purchase or not? Perhaps booking a hotel room, or shopping on Amazon? Here is where a few well chosen words can make all the difference.

As consumers, we want to feel secure and well informed. The object of our desire needs to be legitimised, along with our relationship to the seller. Too many amazing businesses and products are overlooked because of the way they convey themselves online. If you are normally good face-to-face, or even if not, the way you create an impression now relies on content – as well as design and layout.

Clear, professional content is vital if we want to captivate our target market, and to inspire action – whether in the form of a purchase or another outcome, such as making a donation, attending an event, or sharing an idea.

However incredible your business, product or service, poor copy will render it forgettable. Even if your goal is as simple as selling one product ahead of your competitor, the language you use is critical.

If you commonly retail lots of items through your site, or perhaps compete through other online shops, it might be more important to build faith in the product with clear specifications, rather than potentially overburden customers with content by aiming to build a rapport.

The message is simple; communicate effectively, captivate customers, and you will inspire action.