How to Craft Engaging Marketing Content for Maximum Business Impact

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Creating compelling written marketing content can significantly enhance your business performance by attracting more existing and potential customers to your website. One powerful method to achieve this is through action-oriented slogans. Let’s explore some proven strategies to create effective calls-to-action (CTAs) that drive engagement and conversions.

The Importance of Action-Oriented Slogans

If your slogans fail to capture the attention of potential customers and entice them to visit your website, it will directly result in a decline in clicks, conversions, and, ultimately, sales.

According to the Eyetrack III study, renowned copywriter Dean Rick concluded, “People tend to seek information in written form more than images.” This makes the quality of your written CTAs even more crucial.

Proven Techniques for Crafting Attention-Grabbing Slogans

1. Start Your Slogan with Subjects and Verbs

One of the essential recommendations from the fundamental marketing text Writing Tools emphasizes starting slogans with a subject and verb. Since we read from left to right, leading with these elements ensures that your audience quickly grasps the core of your message.

Example: Many companies overlook this in their CTAs. For instance, a quick glance at ads on The New York Times website reveals paid ads where verbs are hidden or missing entirely. By omitting a verb, you miss the opportunity to prompt the reader into taking action.

Real-world illustration: On Twitter, posts with verbs are often shared more widely. HubSpot’s Dan Zarrella found that verbs significantly outperform adverbs, adjectives, and nouns in capturing customer interest.

2. Use Numbers to Build Trust and Clarity

In a sea of vague information, precise data and numbers offer a sharp contrast that builds trust and transparency with your audience. Incorporating numbers into your CTAs creates clarity, helping set realistic expectations for your customers.

Example: A successful example is HubSpot’s email subscription CTA: “Get the world’s best marketing resources delivered right to your inbox! Join more than 817,000 marketers today.”

3. Avoid Overusing Adverbs

Adverbs often clutter sentences, weakening the power of your message. Many adverbs, ending in -ly, tend to be overlooked by readers.

Example: Research by Dan Zarrella on social media reveals that adverbs are among the least engaging parts of speech on Twitter. Focus on using strong verbs to maintain impact in your messaging.

4. Keep Your CTAs Between 90 to 150 Characters

The ideal length for a CTA is between 90 to 150 characters. Keeping it concise ensures that your message is clear and easy to digest, even in fast-paced environments like email marketing or press releases.

Example: As highlighted by Simms Jenkins, CEO of BrightWave, in email marketing, brevity is essential to capturing attention in crowded inboxes. Research shows that press releases with the highest engagement are typically between 90 and 150 characters.

5. Use Simple, Highly Recognizable Technical Terms

Your CTAs should reflect the language of your industry, but avoid overly complex jargon that might confuse your audience. The most successful blog posts often include terms like “analysis,” “answer,” “why,” and “best.”

Example: Avoid technical terms that alienate your audience. Words like “virtualization” or “franchise” may be too complex and can deter readers from engaging with your content. Keep it simple and focus on common terms that convey your message effectively.

6. Don’t Forget These 3 Powerful Words

6.1. “Free!”

It’s no surprise that “free” remains one of the most effective attention-grabbing words across all industries. According to research by Dan Ariely, the appeal of “free” is deeply ingrained in our psychology.

Example: Ariely’s experiment with Hershey’s Kisses and Lindt truffles demonstrated how a slight reduction in cost (even by just one cent) can dramatically shift customer preferences. When Lindt truffles were priced at 15 cents and Hershey’s Kisses at 1 cent, most people chose the truffle. However, when the price of Hershey’s Kisses dropped to free, the majority switched to Kisses, illustrating the undeniable power of “free.”

6.2. “Immediately!”

Customers are naturally drawn to the promise of quick satisfaction. Phrases like “immediate,” “instant,” and “fast” can trigger the reward centers in the brain, encouraging faster purchasing decisions.

Example: MRI studies show that the brain responds actively when presented with immediate rewards. Even if you can’t instantly deliver your product, emphasizing fast shipping or quick service can enhance your CTA’s appeal.

6.3. “New!”

The word “new” taps into our innate desire for novelty and excitement. Neurological studies have shown that novelty stimulates the brain’s reward center, making it a powerful motivator for purchases.

Example: However, use caution. The failure of “New Coke” serves as a reminder that novelty alone doesn’t guarantee success. Balance the appeal of new features with the consistency of your brand’s core values