Everybody talks about being assertive and powerful in their content creation but ask any number of internet marketers and you'll find they're just repeating something they read in a blog. So, just how do you put some power into your content? We're going to give you a crash course and then you can go back and see where we wrote assertively and where we-purposefully--didn't right in this very content.
Exude Confidence, Make Conversions
The formula is simple. When you're confident and show it through your language, your reader/lead believes you and is more willing to do what you tell them to. That's because you emit authority and remove all doubt from the viewer's mind.
But what happens when you're too assertive? Let's take a look at the three most common types of writing styles that occur during content creation. Confidence
1. Aggressive Writing-This is a style that can only be used at certain times. Use it in the wrong instance and you risk alienating your reader and blowing the sale. You can tell aggressive writing by the use of ultimatums (e.g. click here or your child won't go to a good college), questions that seem too intense (e.g. do you really want to keep on failing?), manipulative and dishonest content (e.g. this cures baldness) or something that is just downright offensive (e.g. Hey fatso, take this diet pill).
2. Passive Writing-This is pretty much the opposite of aggressive writing and can be spotted by passive CTAs (e.g. when you have a minute, read the article I wrote...), indecisiveness (e.g. we're really not sure which blender is better, but maybe you should try both) and lack of information (e.g. the thing is dark and works really well). This shouldn't be confused with passive voice since that's a very effective content marketing tool in the right hands.
3. Assertive Writing-This is where you want to be. Confidence, direction, power and respect. This is how experts and those with authority write. There is no "because" needed-there's just a CTA that tells you what to do. The writing has already explained why through its assertiveness.
Two Big Words to Look Out For
Here are the two most commonly used words that trigger passive writing. Learn to avoid these in your content unless you really know what you're doing with them:
- So. So, if you're ready to sign up...Drop the 'so' and just leave it as "If you're ready to sign up..." The So implies that there are options, but doesn't lead the client towards making the right one. Yes,
they need to be ready already, otherwise you've failed during your content.
- Just. Just to be clear...Once again, you don't need the 'just' at the beginning of that sentence. Most writers will put the 'just' in because they feel it takes the aggressiveness down a notch, but what it really does is takes it down two notches-straight to passive writing. "To be clear, you should..."
Tips and Tricks for Good Content
The best thing that you can do to practice your assertive tone is to go back through your old and existing content, reworking it. Look for places that you can be more concise and to the point. Don't take out things that matter, but do remove fluff. Look at the sentence and ask, "Is this sentence pulling the customer further farther into the sales funnel, or is it stalling them?" If it's stalling, it needs to go.
Then, use clear and powerful action verbs wherever possible. Your competition isn't just lying, they're manipulating. You aren't selling, you're providing. You aren't writing content, you're creating it. Words like these set a tone of assertiveness for the reader, and for you, the content creator. You'll find it much easier to be assertive, find your voice and let your true authority ring through. Once that happens, you become a leading authority figure in your industry.