1. Talk Benefits
Emphasize how a particular program, material, or service will make your
patron's life better, easier, or more interesting rather than simply describing
2. Appeal to Emotions
Determine emotions/needs you can appeal to and
then utilize words and phrases that will evoke it. One bank used this
approach effectively by saying "We don't sell mortgages, we sell
3. Take a Personal Approach
Make your web content less informational and more
conversational. According to Eisenberg and Davis (2002), "The
web isn't very personal. Make it comfortable for your reader by writing
as you would speak."
4. Challenge customers with information that provokes a response:
actionable site content is critical to connecting with customers. (e.g.
take a poll, give a quiz, cause a little controversy etc.)
5. Customize the experience: Customization and personalization
are underutilized...try giving your users the ability to make your site,
their site. Lose a little control in the process.
6. Refresh your content periodically, test new approaches, and stay
fresh and creative.
Online Writing Tips
short sentences. Be direct and use 15-20 words maximum.
simple sentence structure. Avoid long phrases with lots of detail,
as you will often lose your reader's attention.
an active voice. This makes your writing more straightforward, energetic,
common words with clear meanings. When targeting a particular audience,
intersperse words and phrases that are familiar to them.
on Verbs. This engages the reader and moves them along. It encourages
action. Some examples: Click. See. Go. Use. Connect. Join.
Alliteration. (This is best saved for titles and content headings.)
Alliteration is repetition of a similar letter or sound, like "March
Madness." The sound is appealing and often grabs the reader's attention.
Repetition. Ex. "This is your brain. This is your brain on
drugs." This technique helps to emphasize a particular point.
the Senses. Use descriptive words that create a strong mental image
in the reader's mind. A thesaurus can be a helpful tool in identifying
words that will create a sensory experience.
an online personality. Make your writing interesting and inviting
by establishing a distinct voice.
Tips for Communicating with Your Customers Online
Persuasive Online Copywriting: How to Take Your Words to the Bank/
Bryan Eisenberg, Jeffrey Eisenberg, and Lisa T. Davis, 2002.
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