People don’t read. Seems like a bold statement to make but, generally, I think most people can agree. People skim, if anything. They don’t take the time to read content longer than a couple sentences. If this is the case for the majority of the population, then you have to make that first sentence really count.
Businesses and associations are always looking for ways to grab the attention of potential customers and members. Once you have gained their attention, you can try and drive them to your site or product. You don’t have a lot of time and you have to get creative if you aren’t using video – the most effective form of adverting on social media. But not all associations have writers on staff so what are some ways to create engaging copy?
Creating a type of formula can help save time and increase productivity. Here are some useful suggestions provided by Buffer:
- Before-After-Bridge. This is a great template to start you off. First, you describe the problem, then the world without the problem and then explain how to get to that point. This formula is a really good option to drive traffic to a blog post. An example would be, “Getting new members is a challenge. Imagine doubling your new member numbers this year. Learn how here.”
- Problem-Agitate-Solve. One of the most commonly used copywriting templates. It is almost the exact same as the before-after-bridge formula. However, the one difference is instead of describing the world without the problem (the “after”) this uses an example of the world if the problem continued (“agitate”). For example, “Conference attendance at an all time low? Accept mediocre attendance numbers or start increases numbers now. Learn how.”
- Features-Advantages-Benefits. This type of template allows you to highlight the benefits of something and not the features. It describes what your association or product can do, why it is useful and what that means to the reader. An example of this would be, “Online courses are available so you can view them at your pace and stay current on industry developments.”
If your association is experiencing writers block to engage members, then try one of these formulas. They are easy and should quickly grab your reader’s attention. Give it a try and let us know how it goes!