Writing to Attract, Engage, and Inspire Readers

What if someone could read your book and become a better person? Or what if your blog helped your readers overcome their own struggle? Or what if your book actually started a conversation about a societal problem? Sometimes we write for fun and to entertain; but sometimes we need our writing to work. Sometimes we need to spread the word. Sometimes we want change people’s minds. Sometimes we want to persuade them to buy. And sometimes we want to inspire them to act. Whatever it is you want your readers to do, our writing serves us best here when it doesn’t fall short. 

Do you ever feel sleazy or inauthentic when you write? Some writers are comfortable blogging or writing essays, but when they write sales or marketing copy, then suddenly don’t sound like themselves. Or they wrote a whole memoir, but can’t write their web site without sounding like they’re begging for book sales. Sometimes it’s hard to write copy because it feels like you’re pushing people, rather than pulling them in. 

Let me tell you a story. A few years ago I wrote my first sales letter for my business. I’d written sales copy before, but always on behalf of clients, and I quickly learned that doing it for myself was very different. Everything I put on the page seemed too jazzy and hypey and bad. It sounded nothing like me, and I can’t say it was all that successful either. Copywriting, in general, can be tricky because sales makes so many of us feel uncomfortable. Selling yourself in your own voice and without feeling like a jerk is difficult. 

Many of my business and self-help author clients struggle with writing to attract, engage, and inspire readers as well. Here, it’s not copywriting as much as it is inspiring and persuading the reader to take action. That action might be hiring the author. But it may also be inspiring the reader to do something to better themselves or their situation. Books make an impact one reader at a time. So what do you have to say to get that one reader moving? In other words, it’s one thing to write a book about how to lose weight. Getting people to actually do it is an even bigger challenge. And that can be hard to pull off in writing.

Many writers face this same challenge whenever they ask their readers to do something—it’s like they set their natural voice aside. It’s almost like there’s something about asking that makes it difficult, especially in writing. Here’s what to do:

1. Write from a Position of Service

Your copy will work (and feel) much better if you kick the salesperson out and write from a position of partnership and service. In other words, you’re not there to sell them something or to change their mind; you’re helping by providing solutions that will make their life better. 

When you come from a position of partnership, your readers will see and understand what’s in it for them, and be drawn to you and your message. Whether you’re writing web copy to sell your book, an essay that will save the world, or whatever, you’re there to help.

2. Be Yourself

What’s the one thing you have over all the noise in the world? You. You have a unique personality and outlook that makes you different from everyone else. Sharing who you are, flaws and all, with your readers helps them identify with you and your story. What mistakes have you made? When did you look foolish? And how can you help your readers avoid that same situation? People remember people, and being yourself will give people a reason to pay attention.

3. Give Good, Useful Information

Being seen by your readers as a resource is one of the most important things you can do to build trust. And when you give good information, they will only want more. This is particularly important for marketing copy. Even if the underlying point of the piece is to sell, think about how you can make it helpful. 

4. Paint the Picture

People love stories, and we remember stories. They’re important to us. Whenever you’re writing to persuade or inspire, telling stories allows your reader to see and understand what you’re trying to say and why. Stories allow them to empathize. So whether it’s about yourself or something you read somewhere else or something you heard from a client, tell stories to persuade and inspire your readers.

5. Ask

Whether you want the reader to sign up for your e-mail list, comment on your blog, or buy your book, you have to ask for it. You can write a compelling marketing piece that keeps readers hooked through to the very end, but if you don’t end on a strong call to action, then all that good writing gets wasted. So don’t be shy. And don’t worry about being pushy. Come right out and say what you want your reader to do. You won’t get it if you don’t ask.

Writing to Change the World

Your marketing voice and your natural voice can be one and the same. When you use these tips for writing to engage, persuade, and inspire your readers, you won’t have to push—your readers will naturally be pulled in.

And if you need help, you can always contact me about editorial services. Click here to request a free consultation...

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