How To Create Curiosity (And Inspire Action) With Your Content

You may be asking yourself, “how do I make sure that my content stands out amongst all of the other online voices?” (and content that will inspire action) And trust me, you are not alone in asking that question! Many (most) small business owners – heck, even big business owners – struggle with how to be and stay relevant in today’s crowded online marketplace.

I have learned – through more than my share of trial and error – some tips and tricks that I now want to pass along to you.

First, create CURIOSITY in your readers that will inspire action

In simple terms, you want to use your headline to spark an interest in reading your content. Whether it’s a blog post, an online article, or even a post on social media, a catchy headline captures the attention of your audience and inspires an action (a click, a read, or a share).

Now, while there are no hard and fast rules about writing the perfect headline, there are some proven strategies that I can recommend:

Keep them short and sweet
Be clear about what your content is about
Avoid the “bait and switch”
Use words that motivate or inspire an action (learn, recognize, understand, check out, etc.)
Integrate a literary device once in a while (rhyme, alliteration – see the title of this blog -, hyperbole, etc.)

Ultimately, when curiosity is successfully created, the reader will have a desire to read more. And, this is exactly what you are hoping for – an attentive audience who is interested in learning more about what you have to offer.

Second, BE DIRECT AND STRAIGHTFORWARD

There is nothing worse than misleading headlines or content that overpromises and then under delivers. Right? Ugh. That is a lesson out of the, “how NOT to engage more readers” textbook.

Instead, share content that addresses a problem and offers a clear and actionable solution. This strategy is proven to garner more clicks than content that doesn’t really have a point. Your goal should be to inform, educate, or entertain your reader and this can be done in a wide variety of ways:

Video, stories, or a series of photos
Personal anecdotes
Testimonials from other people
The occasional fact or stat (but not too many)

Remember, the goal here is to lead the reader through a journey of a problem being presented and then it being solved. The more relatable the story/scenario/testimonial is, the more likely the reader will continue reading (and hopefully, come back for more).

And third, BUILD TRUST

Trust is probably the most important factor that drives online success. People want to buy from those they like, know, AND trust. If you write content that features your own personal experiences (even the stuff that makes you vulnerable), you stand a greater chance to gain more readers. Over time, readers become loyal followers, and in many cases, they become customers or clients.

Here are my top tips for building trust with your audience:

Be YOU – talk to your readers the way you would talk to them in real life
Don’t exaggerate to prove a point – this diminishes your credibility and most people know that if something sounds too good to be true, it probably is
Focus on THEM – think about what your audience is interested in, ask lots of questions, and think about how you can help
Be consistent – people have short attention spans. If you post regularly for a while and then disappear for a couple of weeks, people will lose interest and move on
Don’t endorse something you wouldn’t use or buy yourself

There you have it! These are the top strategies I recommend to small business owners and entrepreneurs who are looking to create curiosity and inspire action with their content.

Drop me a line if you have questions or if you think I can help. I love to watch my client’s businesses grow! And, check out my FREE download on Repurposing Your Existing Content.