Powerful content or compelling copy doesn’t just happen by accident any more than a great book or popular movie happens by accident.
Engaging content or effective copy is not only written using creativity. It’s also formed with a clear purpose and strategy in mind.
If you want to know how to write powerful content or great copy, then you will want to keep reading. I’m about to reveal to you the indispensable elements behind all great content or copy.
But before I do that, I need to tell you a quick story that will reveal something interesting about our desire to know the elements that form things…
The Universal Theory of the Ancient World
There was once an interesting theory that was believed throughout the ancient world.
What was this “universal theory”? It was the theory that nature and all of matter could be explained by four elements: water, earth, fire, air.
The cultures of Ancient Egypt, Greece, Persia, Babylonia, India, and several other cultures all had similar elements on their lists. That’s really interesting, isn’t it?
It’s interesting that people who were separated by great distances all came up with a similar list of the core elements of this world.
Of course, science doesn’t believe that these four elements are what make up our material world anymore. Atomic theory now states that matter is composed of atoms.
But my point is, whether it’s the ancient cultures or modern science, all of us are always trying to figure out the core elements that make up the things around us.
Well, I have good news for you today. There actually are some core elements behind all powerful content or copy. In fact, I would say there are 11 elements.
I’ll reveal what those 11 elements are in just a minute. But first, let me remind you of what I shared in my last article.
The 7th Marketing Fundamental
In my last article, I told you that the words you use are the 7th marketing fundamental you need to succeed in 2021.
In other words, after you’ve chosen your Who (the 5th marketing fundamental) and created the most powerful offer that you can for them (the 6th marketing fundamental), the next most important thing you can do is focus on the words you use.
The words you use or don’t use in your content or copy will make all the difference between your company experiencing success or failure from the marketing you use in 2021.
But you can’t just use any words that are randomly thrown together and expect to see amazing results.
If you want your words to have an impact, then your content or your copy must contain certain powerful elements.
The 11 Elements Behind All Powerful Content or Copy
Below are what I believe to be the eleven elements behind all powerful content or copy:
- Capture Attention– You must have a captivating headline and an intriguing intro or you will never get anyone to consume your content or copy. If they don’t consume it, your company will never experience the success that it could in 2021.
- Hold Attention – Once you capture their attention, you need to know how to keep hold of it. Because if you can’t keep your prospects attention, you will never be able to lead them where you want them to go.
- Entertain – Your content or copy must be enjoyable to consume. If your content or copy isn’t enjoyable to read, then it will not be consumed. But if it is enjoyable to read, then people will not only consume it once, but they will also come back to read other content or copy you create. They will also share it with others.
- Personality – If you want your content or copy to stand out, it must have a unique voice or tone. In other words, it must have personality. The common problem with a lot of content I see is that it doesn’t stand out. It sounds the same as any other content on the same topic. Copy without personality has the same problem. If your content or copy doesn’t stand out, it will never impact your prospects.
- Educate – Great content or copy leaves people feeling like they know something that they didn’t know before. Or maybe it reminds them of something they forgot or have been overlooking. If your content or copy educates people, they will come back for more and share it with others.
- Believable – Your content or copy must provide your readers with reasons to believe. I think it was Todd Brown that said this, “Not all things that are true are believable, and not all things that are believable are true.” You must tell the truth and do it in a way that people believe and accept it. If people don’t believe you, they will never purchase from you.
- Answer Objections or Question – Questions or objections are a normal response to any information. You should not be surprised by them. You should expect them. Not only should you expect them, but you should also anticipate them and answer within your content or copy. If you can answer the objections and questions of the readers of your content or copy, then you have removed a major barrier that keeps people from purchasing from you.
- Speaks to the Heart and the Mind – We are beings that have emotions and intellect, so both should be spoken to or I should say “written to.” If you want to create powerful content or copy, you need to create content that speaks to people’s hearts and their minds.
- Inspiring – The origin of the word “inspire” comes from a Latin word that means to inflame or to blow in to. In other words, when you inspire someone, it’s like you’re blowing air over a low flame to make it grow. That means your content or copy can inspire many things in your readers. It can inspire confidence, hope, or inspire them to take action. Powerful content or copy is inspiring.
- Empathetic – Your content or copy must show that you understand and can relate to the feelings of your readers. Do you want to know the secret to create content or copy that’s empathetic? You have to actually have empathy with your readers. If you don’t, then any content or copy you create with the appearance of empathy will ring hollow.
- Motivate to take action – This is the ultimate sign of powerful content or copy. Powerful content or copy moves people to action. That means that it moves them to do things like: purchase from you, subscribe, share, or even comment on your content. If your content or copy doesn’t inspire people to action, it really just ends up being empty words. Empty words will not bring success to your company this year.
In My Upcoming Articles, We’ll Go Deeper
Today, I just wanted to touch on the eleven basic elements. But in my upcoming articles, I will go a little deeper on some of these elements,
Notice I said “some.” I won’t be able to go deeper into all of them. But I do want to give you some specific tips on how to use some of these elements in your content or copy.
Stay tuned. In the meantime, why don’t you sign-up below so that you will be notified when my next article goes live or when future articles do.
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