More Than Words: Writing with Intent
I love to write. I always have.
As far back as I can remember, I used to sit and write stories, while my friends went out to play or watched TV. I don't mind writing short articles, or long ones, and I like to think that I am reasonable proficient at it. But what I don't always take into account, especially when just writing for pleasure, but also when working on my blog or my site, is that writing should be more than words.
I don't mean add a bunch of images, though obviously, if we are talking about our sites that is helpful. What I am thinking of is what Kyle likes to refer to as writing with intent, and while the idea has obviously been presented to me in the past, the importance of it has been reiterated to me this past week.
Conversational Tone, Not a Conversation
I'd like to think that I am fairly good at writing with a conversational tone, but that doesn't mean it should just be a conversation (albeit one-sided). We aren't writing just for fun. The point of our writing is to help people out, and also to make a success out of our online businesses.
To that end, our writing should have purpose.What are we trying to accomplish? I could write page after page of what I think about something, but if it doesn't help someone, or if it doesn't somehow inspire them to take action, then I have failed.
And, frankly, I think I have been failing.
The Fabled Call to Action
What is it that I have been missing?
Well, aside from needing a bit more focus in general, I often fail to provide a call to action, and that seems to be my biggest downfall.
How often have we all watched movies where a leader of some sort-- whether a football coach or the leader of a rebel army-- gives a rousing speech, stirring up their followers, followed by a stunning victory? Those inspiring speeches end with a call to action.
I don't think I have ever come across one of those scenes where, at the end of the speech, the leader simply stops talking, turns, and walks away, leaving everyone excited and ready to act, but unsure of what to do. And if I have seen something like that, I don't remember it.
Do you want visitors to your site to forget you? Or do you want to inspire them to do something?
Do you get visitors to your site excited? Do you stir up their passions and get them primed and ready to act? Do you then simply sign off at the end of your blog without directing that awesome energy?
Yeah, I have done that.
People Come to Us for Guidance
When someone visits your site, they are coming to you with a purpose. You should meet them with purpose of your own.
You may be the most brilliant writer, with a natural flair for words, but if you don't actually guide your visitors and tell them what to do, they probably won't do anything.
Now, I don't mean that you want to force them into anything. Of course not. But if they want advice on a product, or information on a certain topic, then simply tossing facts at them isn't that helpful, unless you can also tell them how they can take advantage of what you have shown them.
If you are promoting something and you think it is absolutely the best of its kind, that's great, but if you don't provide a way for someone to actually obtain that item, you are not only missing out on a sale, but you are failing your customer. They will, of course, be the ones to decide if they act on what you say, but you have to give them the option to do so, or else you are simply leaving them hanging.
If you offer them a way to act, they will do so. You will be helping them and helping yourself in the process.
Give Them the Help They Need.
I'd suggest reviewing your writing. Take a look at any blogs or articles you have done and see if you have provided effective calls to action. If you really want to help your potential customers, you need to help them all the way.
Don't tell them how great a car is and then not hand them the keys.
Your clients come to you with a need and if you can't help them, someone else will, so take the initiative and do more than just get them excited with nowhere to turn. Use your call to action. Get them moving in the right direction.
Then you know you have done your job right.
Recent Comments
77
Thanks for this important heads up. I have that same tendency. I get so wrapped up in the writing; the aesthetics of the swirling garlands of words that I lose sight of the goal, to lead people to a new and better path.
I have taken to keeping a checklist.
I write, then re-read, checking things off as I go. If I miss something, it's time for an edit!
This is important, and equally applicable to other forms of interaction (as your movie example points out). I've been doing a lot of decernment lately re how to move forward with my life, and this has definitely given me food for thought.
:-)
Kit
Great post! I am starting to get a better handle on the way I should write,the showing them how takes some real thought .
It does, but just remember the basic formula:
-- state a problem
-- state a solution
-- tell them how it benefits them
-- tell them what action to take.
You have to remember that people come to your site for guidance.
Give it to them.
Very clear. I think I need to go back and really find a way to put calls to action in my posts. I thought because my site is more learning than pushing a product or service that call to action was kind of useless to me.
Not really. A call to action doesn't have to be "go buy this!"
You could simply let them know how to put the knowledge you've given them to use.
Craig, this is fabulous! I especially like the visual of handing over a car without the keys! That is a great thought to have every time we write..did I give the reader the keys?
So helpful and informative. Great job!
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True... I have to admit - I am still struggling with the call for action, I have to go back to review my pages and posts... I have a lot of work ahead
Step by step. :)
As I mentioned below, it may be useful to keep a checklist for when you write something.
I tend to write fast, off the top of my head. As a result, I sometimes skip over things I want and need to say.