An Illustrated Guide to Compelling Content

What is Compelling?
We all remember the admonishment to “show” and not “tell,” right? It’s a good rule.

We are all, to a one, very much overwhelmed by the sheer amount of data flowing into our heads, our phones, our computers and tablets. And screaming in all caps only goes so far. Instead, let’s explore some simple steps to create content that serves a purpose and that people actually want to read. In other words, let’s make content sell your product. Easy-sneezy:


Be Engaging
Emporio Armani‘s smart. And it’s one of the world’s leading luxury brands. They have used content to help refine the brand as an aspiration — customers aspire to lead better versions of their lives by opting into the marketing message.

Exclusive, original and compelling content drives sales at Armani.com

Narratives sell more.
Armani establishes the tone of its content to be welcoming but authoritative, serving as a trusted guide to customers who may, or may not, know what they are looking for. By creating a narrative, Armani leads customers through a carefully scripted performance that engenders trust while keeping an iron grip on the brand’s impression.

Be Smart
You've taken years to develop an intimate knowledge of your industry. Demonstrate that. Customers don’t like dumb. Babies and pets can get away with playing stupid. You are neither.

Content that's targeted and timed correctly can be very persuasive.

Talk to your market on their terms.
Hotel Tonight has developed into a unique voice that offers both customers and vendors straight up info on how booking a last minute hotel can be simple and value-driven. They’ve leveraged the actual time spent collecting data on properties and display it in easy-to-understand and affable language.
Remember the average American reads at an 8th grade level. Are your customers above average? Below?

Don’t judge. Create.
Time to do some A/B testing to find out. And to find your company’s voice and tone.

Be Precise
This is a major item on your checklist to complete before hitting the “publish” button. It seems obvious but you’d be amazed at how many sites leave off data like dimensions or size or color options. It’s a deep waste of time. Customers will initiate an unending conversation requesting specs — if they contact you at all.

Details provide more than info; they show you care about your ecommerce business.

Details are in the Details.
I had no idea that you could get a 3D certificate. But Staples does know that. What I love about this example is that there is no standardized way to explain how such a product works. It takes time and attention to answer questions before they arise. Writing and posting additional, detailed information online is cheap. Dealing with the lack of sales or the incessant requests for simple information is not.

Brilliant.
J. Crew leads by example.

Intelligent content makes happy (and purchasing) customers.

J. Crew takes this to another level by including pinpoint descriptions while also educating the customer about its products’ lineage, history and construction. By defining the terms ahead of everyone else, J. Crew can lay claim to the customer’s expectations. In this example, J. Crew lays down the basics of what to look for in a tuxedo. In essence, every tuxedo that the customer looks at going forward will be compared to this one.

Be Generous
I like to call this “value added content.” I’ve said this before, but selling online is a uniquely personal act. Void of distraction and noise, you are in a profoundly one-on-one communication. You have been invited into their homes, work or school, so be a good guest and be giving. Like Hipmunk.

Share your data with others!

The travel site has considerable competition in an ultra-price-point sensitive industry. Travel is also data-intensive. Hipmunk parses this data in a way others don’t: by agony. By sharing their data and filtering it with an eye towards real-world experience, Hipmunk easily stands out from its competition without relying on gimmicks.

Be Yourself
Maybe the best point to make in this pursuit of compelling content is to just be you. When companies engage in “me-tooism,” the results are flat, unappealing and generally dismal. You know your market better than anyone, so who better to construct your communication strategy? Truly outstanding copywriting — content that sells — is always creative, true and direct.

Are you ready to start an effective content campaign? Let’s talk!