Don’t Just Attract; Create Desire and Motivate Action
Before outsourcing creative writing tasks, it is important to know the different ways or approaches that are most effective when prompting action from the readers. The goal is to gain positive response from readers; but beyond liking and praising your content, it must also trigger their emotions, specifically desire or want, which will then motivate them to take the action that you expected from them.
This is called ‘information gap theory’, which was posited by George Loewenstein, a professor at Carnegie Mellon University. According to Mr. Loewenstein, this theory creates curiosity on demand, which is based on the inherent human behavior triggered whenever people feel a gap between what they know and what they want to know. This curiosity compels people to take action in order to fill that gap, such as looking up something online. That is what you want to satisfy.
Effective creative writing invokes an emotion deep within readers that moves them enough to make them act. Simply put, when writing, the goal is not for readers to feel, but for readers to want and for them to act on that want (sometimes in spite of themselves).
How do you get the preferred response from readers? It depends on the message and the goal of the content to be written. When outsourcing copywriting to creative agencies, there are different ways the outsourced writers will approach your content. Get to know more about these techniques and see which ones will work for you.
Tell a story.
Vividly sharing a story through writing is a sure way to receive emotional response. When the message delivered by a copy corresponds with the existing beliefs and core values of your audience, how they view the world, along with their expectations for the future, can create an unforgettable experience for them. Nothing beats the power of a detailed narrative. The story should be vivid enough for the readers to vicariously experience its outcome as if it happened to them, instantly creating appeal.
Keep readers engaged.
While it is important for the message to be delivered straight to the point, content should also be inspiring and not written in haste. To keep the content engaging, start at a slow pace and then ramp it up as the copy goes; this will keep readers hooked. Readers do not respond well to copies that start off with high energy and high emotion. Start low-key and build up the story as you go along. Know how to use and disperse action-packed words, vital information, and facts all throughout the copy to keep people engaged to go through the whole thing without losing momentum.
Write for a specific group.
Niches and groups don’t only exist in school. We all belong in certain demographics that may depend on our nationality, interests, or workplace, among others. It works to use the natural connection with these groups to invoke natural human emotion, while also benefitting from the influence principle of unity. And unity doesn’t only pertain to the basic similarities and liking but also includes and reaches the point of shared characteristics. It’s possible to use the same influence/principle of unity to inspire the right people.
Focus on branding and group identity.
We all know how group identity is powerful since humans have a natural want or strong need to belong. With the term emulation, meaning the “effort to match or even surpass a person or achievement through imitation”, you can utilize this need to belong by positioning yourself as the role model to your audience. It’s possible for your audience to naturally emulate you in various ways due to their innate desire to be just like you. You can also inspire your audience to work on something together with you, join a cause or movement, and help with charities, among other acts that can help jump start the audience’s want to broaden influence factors that affect unity and commitment, to name a few.
This technique is the result of the first four techniques. Before coming to the point of asking your readers to take a particular action, or before they reach the call-to-action, your content must already have influenced them subtly by creating an experience for them, sparking an emotional response, motivating them to become part of the group, and making them come to the conclusion that you are the right thought leader for them. The audience should come to such realizations by themselves even before you tell them what to do. Work as a catalyst, not a nagging, annoying force.
These techniques should help you connect with your target audience better. When you’re ready to outsource your website, blog, or ad’s content to creative process outsourcing agencies like MicroCreatives, these are the techniques you should keep in mind when filling out the project brief and requirements, as well as when you ask for and review the potential outsourced copywriter’s writing samples. Let’s work on your copy together; contact us to learn more about how we can make your content more effective.