Published on July 16, 2013
How ContentWriting is a Lot Like Telling a Story to a 4-Year Old
• Content writing is a lot like telling stories to a four-year old. Both arts are oftentimes best done in installments, on the audience's schedule, with dramatic figures, thinly veiled allusions, and in the audience's vernacular.
Tell Stories in Installments • If you want a good story – a story that produces conversions for your client – then you need to have layers. Creating multiple layers to your story takes foresight, and creativity. So, why not make it easy easier on yourself and tell your story in installments? Try the classic 4-part narrative arc, advises Lorraine Thompson.
Work On Your Audience's Schedule • When you’re telling a story to a kid – especially when the story is a distraction technique – you have to be ready to perform on your audience’s schedule. Try native advertising. The latest in online advertising trends, native advertising meets the audience on the audience’s home turf.
Create Dramatic Figures • Try creating an engaging children’s story that doesn’t feature any dramatic figures. It just doesn’t work. In children’s writing, characters won’t suffer from being a little on the outlandish side. At the same time, good content writing and advertising has to feature some strong dramatis personae to achieve the desired effect.
Thinly Veiled Allusions Work Best • Don't get too complex, but at the same time, assume your audience is smart - because they are. Prolific copywriter David Ogilvy is famous for saying, “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.”
Tell Stories in Your Audience's Vernacular • If you really want to know how to get conversions from content, then there’s one major rule you can’t afford to overlook: write in your audience’s vernacular. Words and ideas that your audience – or the listening child – can’t latch onto will slow down the story’s momentum and may even lose the audience entirely.
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