No matter what you do, communication is key to your daily hustle and survival.
Whether it’s writing a blog post, speaking in public, content marketing, body language etc…
Communication lies at the heart of what we do. Everything.
From your business, hustle, school and general life, there’s always a need to say something, write something or try to convince someone to listen to you.
Sadly, despite it’s importance, a lot of people are still getting it wrong.
From sending the wrong message to the right people, to using the wrong language to communicate…
A lot of young hustlers have made communication blunders that have caused them a lot.
Has this ever happened to you too?
About 7 months ago, a young author brought a book to me for a review.
After reading that book I was shocked. I was not surprised because his ideas were outrageous.
I was shocked because the language he used to communicate with his readers was too technical, making it difficult to understand the write up easily.
How can you use bombastic and sophisticated words when your audience is largely made up of secondary school graduates and early university students?
Stories like this abound everyday. And no one will really listen to you when you can’t even speak in a language they understand.
Because you have to communicate first before you can convince or even convert a lead to become a client.
So if they don’t understand you, how can you get their trust or convince them to buy from you?
This is why it becomes increasingly important you learn how to communicate, convince before you can convert a client and create better outcomes.
What it means to Communicate, Convince and Convert?
First of all, we have to understand that communication is the art of saying something that can be heard or perceived by another person.
To communicate, convince and convert means reaching out to people (by whatever means) in order to persuade them to believe your point of views or buy from you.
Now two things are involved in the definition of communication..
1 You’re saying something that can be heard.
This means communication starts when one person put words together in a way that another person can make meaning out of it.
The implication of this is that communication does not happen until meaningful words are put together for the benefit of or to get another person to react to
2… By another person.
By extension, the second line of the definition lays emphasis on your audience.
So, even when you’re the one with the message etc…
Your audience, readers, listeners are the center piece of whatever you’re trying to communicate. Keep this in mind.
4 Qualities of content that can Communicates, Convinces and Converts
The following are four qualities that distinguishes contents that communicates, convinces and converts…
It is addressed to a specific audience.
For a content to be able to convince or convert, it must be targeted at a specific audience.
This is where a lot of amateur content creators miss it.
You can’t create content without anyone in mind. You need to have an identifiable target audience that meets your buyer persona, and target them with your content.
To create content that convinces and converts, you have to identify an audience, then streamline your content to meet their specifications and general needs.
It appeals to your Audience.
A practical and convincing piece of communication, be it a blog post, article or speech is supposed to appeal to your audience. Not just you.
So as a professional content creator or blogger you write based on research.
Before writing content you make some findings and keywords research to understand what your ideal client is actually searching for on the internet.
Because you want to give them what they are looking for… Instead of what you think will appeal to them.
So, if for instance, I’m a reader of your blog or books and I’m interested to read about how I can write better content… That’s exactly what you should write about.
The moment you stop writing about this, it means your content is no longer relevant to me so I would definitely find some other content that does.
This is a clear example of a scenario that can happens in some cases.
You can only afford to ignore exactly what your audience wants to read and talk about what matters to you when you have become more established with a widespread audience base…
As a beginner, the smart thing to do is give your readers what they are actively searching for, if you want your message to make sense to them.
Meet their Needs
For your content to appeal or convince any reader, it has to meet the reader’s needs at that particular time.
This is one reason you can’t wake up and create whatever content you feel you should without such content being able to add a unique value to your reader.
Note that there’s a thin line between a content that contains huge value and the one a reader really wants to read.
The fact you make a very detailed post that contains a step by step processes on how to cure HIV naturally might not be useful to me if all i’m looking for at the moment is content on how to treat Type 1 Diabetes.
Even when your content is super valuable, it has to be relevant to the audience you’re addressing before they can get convinced or converted.
Be very conscious of this at all times.
The fact a post contains huge value does not necessarily mean it’s what your reader wants to read.
Communicated In a language they Understand
The language you create your content is also very important when it comes to creating content that communicates with, convinces and converts a client.
If you can’t use Mandarin to address an audience based in the United States then there’s no need to use bombastic and technical words to communicate with an audience within 20-25 years.
Beyond keeping your content simple and easily understood by your ideal client, you’ll want to work on understanding the language that appeals to your audience to earn their loyalty.
If your audience tends to be less formal, flow with them informally. communicate in a less formal tone.
If they are more of the formal type, you’ll want to communicate with them more formally if you want to gain their trust and loyalty.
Sounding less formal to an ideal corporate client can come off childish, un-serious etc.
Just as sounding too formal to a very young audience would come off as boring and uninteresting.
In either case, this can cost you your clients. And your ability to communicate, convince or convert them.
So you want to understand the language of your clients.
If they use certain code words or slangs, using such in your content could make you come off more as one of them thus increasing your KLT.
Here’s where i’ll end the first part of this series.
Using this tips in your content will really help you as you work on creating content that can truly communicate with, convert and convince your clients.