Picture Your Audience
With my journal as my backdrop and trusted friend, I then look towards my audience. Literally!
Resting at the side of my laptop, there is a photograph of an audience of people in a packed auditorium. They are all there listening to me.
As I write, I look at the faces, as I would if I were really standing there. From time to time, I may even pause and ask a member of the audience a question, just as I have been asking you during this tutorial.
Writing this way brings your words to life and creates an actual conversation on paper. The only difference is, you do not get an answer back immediately.
But, you will leave me some feedback in the comments after this tutorial, won't you? 🙂
Share, Tell, Ask
Do not be afraid to talk with yourself while you are writing. I find this to be an excellent way to feed my emotions. Emotions can be felt in your writing and that is exactly what you want to engage your visitor.
Try your best not to stick with any one of the First, Second or Third Person Narratives solely or for too long.
Too much of the First Person (I, me, my) can be interpreted as being self-centered.
The Second Person is more inclusive but if used inappropriately, it can be interpreted as though you are telling off your visitor or accusing them of something.
Using the Third Person (he, she, it, they) is most appropriate for sharing a story. Used too often or inappropriately, may result in your visitors seeing you as being detached and does not engage and build trust as quickly.
With a stable backdrop and your stage set, your are ready to rumble and share your energy!
I have just finished reading through all your 101 training. Really like reading your content. There are so many points I have picked up. I have so much to learn from these and I will need to re-read them again.
Thanks for putting in the energy to create such wonderful training. Highly beneficial for me.
Thanks again.
Regards,
Richard
Blog content is more conversational, less feverish in nature, benevolent and friendly with a touch of, 'I-don't-care-if-you-never-buy. I like you too much. Relaxed, the text will often give you special insights that seem to be aimed only for the unique reader consuming them. The base is not narrowed on one product but wider and more apt to take on facets and angles that will appeal to the masses.
Anyway, just my impression. Two very different beasts, mostly different in their delivery and their tone. Sales is sales not matter how you put it.
Content writing and copywriting are two different beasts.
They mainly differ in their intention.
Copywriting is always a form of direct response and therefore marketing/sales focused. For example, sales letters, emails, landing pages, off- and online advertisement, press releases, some social media posts, etc.
The aim is to get the audience to act immediately - to buy, book, subscribe, donate, fill out, click, etc.
You are spot on with your definition of content writing, except for the marketing, sales and copywriting part.
Most web pages fall under this category (home, about, blogs, articles, products/services, but not landing pages or lead magnets).
It might sound academic but the distinction is significant when you create content.
The approach to copywriting is very different from content writing because you aim for a different outcome.
A landing page or special offer newsletter will use a specific structure and distinct wording to get the desired response.
A blog on the other hand, wants to inform, convey value, authority and affirms the relationship with the audience.
However, both writing types might overlap and it is not always clear where one ends and the other begins.
“Copywriting is a direct conversation with the consumer.”
– Shirley Polykoff (wish I thought of that)
Happy writing.
Martin