I promised I would never use words such as ‘epic’ or ‘ultimate’ in blog headlines. For once, I’ll break that promise. You know that content marketing is about using customer-centric persuasive content in a smart and integrated way to achieve business goals. (Online) content needs to respond, persuade and serve, whatever form it takes. And thus it needs to be relevant, in all possible contexts.
Although times have changed and keep changing, the foundations of persuasive content were laid out quite some time ago. And guess what? They still apply. One of the very first books on persuasive content was originally published in 2001.
It was called ‘Persuasive Online Copywriting. How to Take Your Words to the Bank‘ and also explained a new concept that is still used today by many thousands of experts and practitioners: the Persuasion Architecture.
The book was written by Bryan Eisenberg, his brother Jeffrey and Lisa T. Davis. Bryan has been supporting and advising us since we started and you can read some of his guest contributions here (but first keep on reading…).
Relevance is the single most significant factor in getting your prospects
to take action (Persuasive Online Copywriting).
It’s funny to see how many of the modern-day content marketing and conversion experts, such as Altimeter’s Rebecca Lieb (back then at Clickz), business blogging queen Debbie Weil, SEO guru Danny Sullivan, Larry Chase, Anne Holland and many others either wrote a few words of praise or were acknowledged in the book. Cheers to all of them.
What persuasive content is all about – ultimately
So, what is persuasive content?
- Make sure it’s relevant.
- The message must be meat.
- It’s all about the customer.
- Look at the buying process (see image from the book).
- Tap into the power of emotion.
- Write for personalities.
- Apply a persuasion architecture.
- Establish a structure.
- Define a perspective.
Wait a minute. What I’m really doing here is just summing up some chapter titles of the 149-page book.
Here’s a better idea (with many thanks to Bryan Eisenberg): learn everything you ever wanted to know about persuasive content by simply downloading the full book (reviewed edition 2006).
Two ways to get it:
- Via a tweet: click the button below (don’t worry, you’re not paying but just sending a message on Twitter which you can adapt so as many people as possible can enjoy this great book).
- The good old way: via email. Click here for the download form.
Enjoy. And remember: be relevant and persuasive.