Focus That Content!

| November 10, 2017 | 0 Comments

Short and sweet but really important…

When you’re not sure what you’re doing, it’s tempting to include every tiny scrap of relevant information in a piece of content, covering every single possible audience circumstance and desire. But if you want your content to perform, you need to keep things simple. Really simple. And that means deciding up front exactly what you want that particular piece of content to do for you.

Take a landing page, for example. What do you want that landing page to do? If you want people to give you their email address, you need to focus on persuading them to do exactly that… and only that. If you want them to buy something, you should focus on getting them to buy. You don’t need to educate them, give them a slew of fine detail, or do anything other than drive them to fulfil your intention.

The more different purposes you allocate to a piece of content, the less likely you are to achieve any of them.




Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

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