Seductive content writing: Show it! SEO it!
We always hear about seduction in adult romance films, in ‘how to books’ about dating, and in closing a deal between a marketer and his audience. And since we are into marketing, websites, and online business, let’s cut the first two off from the list and let’s focus on the latter.
Our business requires amounts of talking. We use words to convince our prospects to get our services and products. We do everything we can to put our best ideas into writing so that everyone who reads our accounts will be persuaded. However, writing persuasively isn’t an easy task. Sometimes, our writing tends to get boring, ending up like any articles on the Web, nothing special.
But seductive and persuasive writing isn’t just about writing with tempting and appealing words, nor writing like Anne Rice or Navokov. It’s about being a true story teller who knows what he is doing.
Using Storytelling to capture attention
When we were just kids, believing seemed to be the easiest thing to do. Our parents’ simple stories could either frighten or excite us. We believe their words without even verifying it, without asking the details that would make it believable. Why? Because as kids, their words were somewhat new to us. We heard it for the first time from them, and hearing their words was like a spectacle, a marvel.
New stories fascinate us. In theatres, to chance upon a film that looks like a copycat of another existing film is a disappointing feeling. In music, to hear a narrative song that shares the same sequence and melody with another more popular one is rather annoying. And in books, a novel that resembles a classic one is not-worth reading anymore. Audience always want something new. In marketing, the typical rags-to-riches stories are so bruised and overused as a peg in proposal meetings, which makes it ineffective any longer. Thus, it only makes valid and reasonable to say that every marketer should have a storyteller’s mindset.
Seductive writing is being new and unconventional
All storytellers—fiction, nonfiction, screen, book writers—know that writing a certain story isn’t just about telling it as it happened or the way they want the scenes to happen. Novelists and filmmakers know how to introduce a certain character; they know how, where, and when to put it in the story. They also choose a certain way of telling their story through careful plotting. For instance, a predictable storyline can be rendered in non-linear narrative to make it appealing to the general public, and to make scenes more exciting. (500) Days of Summer and Unbearable Lightness of Being are the best examples.
On the other hand, nonfiction writers—journalists, documentarists, essayists— understand how to make one popular figure more appealing to readers, since writing about a realistic being is rather boring and predictable. For example, writing about The Beatles, Princess Diana, or Barack Obama is unsurprising and conventional since they are so popular that almost half of the world’s populations know their lives since ever since they were kids. So, what this nonfiction writers do is find an untold story about their popular topic, look at other angles, tell it the untold way—just like how Tony Barrow did it in John, Paul, Ringo and Me: The Real Beatles Story. We all know that there are hundreds of books written for the Fab four, but Barrow’s inclusion of ‘ME’ in its title has made it a Bestseller.
Take the surprise out and you’ll out of the game too
Latin American novels are often criticized because of their verbosity and dragging feel. They say reading Cortazar, Fuentes, Llosa, Marquez, Borges, Bastos, is like reading works created by a singular writer. Perhaps because of the endless magical realism and historical feel. Years after the Latin American Boom in literature, modern readers got tired of this kind and began trying out Asian books. Then Japanese novels became a staple pick for them, the reasons: short yet concise sentences (the opposite of verbosity) and surprising, unpredictable plot.
As marketers, we are required by experts to keep on exploring and researching about the things outside our niche. Through this, we’ll be able to know the trend, or how others traditionally do their writing and their marketing copies. Our goal is to surprise our audience and to present them thing that aren’t just new but exciting, things that will make them astonished.
But being surprising isn’t just making them shocked, but it is way to make them puzzled—and eventually, interested.
Seductive content writing: engage, surprise, challenge but never reveal it all
If readers have nothing to expect from your writing, what is its purpose then? Prospects and clients, like reader, always expect something from what we are proposing to them. Making them surprised and interested aren’t enough, we have to create words that will let them see and feel the purpose of our trades to their lives. But this isn’t straightforward selling, but putting their “possible and would-be gains” into words, into persuasive, phrases and sentences.
Making them a part of your story
With the exception of master novelist Milan Kundera, only few fictionists use the pronoun ‘you’ to let their readers feel that they’re part of their story. Although it is common to lots of marketing writers, this isn’t the only way to put them in the equation of your writing. Use examples to have their attention fixed on your story; use their jobs, situation, race, problems, etc. Be keen on knowing the current situation—demographics, needs, etc—of your audience so that you can create engaging stories, stories they can identify themselves with.
Engage their will power and challenge them. If you will leave them open-ended situations, they’ll find themselves inside the story, solving their own problems on their mind, thinking that they have created their own story, which in reality, it is just you who relays a situation to them. Challenging them through your words is like confronting their own dilemmas, past mistakes, and even their future goals, dreams, and plans.
Once they get inside your writing, you’ll find them scouring every lines of your story, searching for a plausible answer.
Never reveal it all
A story with a synopsis or a blurb that says it all is like reading a movie review without a spoiler alert. The secret of any persuasive and seductive writing is still the element of mystery that adorns it. Once mystery is gone, all the words I’ve mentioned above are useless. Always keep the mystery, let people imagine.