How to Create Content That Leads to Sales

If you look at the average site for any given affiliate, you'll likely find a boring, tasteless smorgasbord of prefab content that was created more for search engines to read than it was for real people to read.

While that make aid in rankings, is it really going to do any good once someone sees the site listed and makes a visit?

Probably not.

What every affiliate needs to learn is simple -

** CONTENT IS KING ***

It's content that leads to sales, not a strategically designed website that search engines temporarily find meets their ranking criteria.

So, let's talk about that.

There must be a reason why some content is very good and some content is very bad; why some information is so enthralling that you can't stop reading while other information is the cure for a sleepless night; why some words cause you to frantically take notes and some words cause you to take a break.

There must be a reason.

There is.

And that reason is this -

Quality writers approach content creation as a craft.

To be sure, some writers are just naturally gifted. They swing words like Tiger Woods swings a 5-iron. They can spot a good paragraph like Warren Buffet spots good investments. They write like Tom Hanks acts. Even though they practice their art form, it comes easy to them.

Then, there are those that swing words like Jimmy D. Brown swings a 5-iron. Paragraphs are like Black Tuesday. Their writing is the equivalent of the acting in a kindergarten cantata ... and they aren't nearly as cute and lovable as those 5 year olds. Content creation is a struggle.

The good news is this: by focusing on two key components all writers can create the kind of content that generates interest and demand.

Whether you're writing ezine articles or paid products or anything in between, there are two components that you need to develop in writing your content.

Before I explain how to weave both of these components into your content, let me first explain the reality of why these components are necessary in the first place.

People read for two basic reasons -

1. They want to be ENTERTAINED. Many people read because they enjoy a good story. They settle into their favorite chair and John Grisham whisks them off to the courtroom for a legal adventure or Sue Grafton captivates their mind in a "whodunit" or Nicholas Sparks unlocks the emotions with a love story. Or, maybe they head to the bathroom with a copy of National Enquirer to read about a three-headed alien who's been dating Lindsay Lohan, whatever, they read to be entertained.

2. They want to be EDUCATED. There are other times when people read because they want to learn something. That drain beneath the kitchen sink is leaking again; a dormant website needs traffic; mom is coming to her house for Thanksgiving. Whether it's a do-it-yourselfer looking to improve his home or an internet marketing looking to drive visitors to her site or a young wife looking to impress her mom with a mouth-watering turkey, people read to be educated.

So, those are the two basic reasons why people read.

There will now be a test. Close your books. Put away your notes. No talking or looking at anyone else's paper.

What are the two reasons why people read? (No peeking!)

If you said "to be entertained" and "to be educated" then you get to continue. If you said anything else, it's time for an XBox 360 break or a stiff cup of java or whatever it is you do to get your mind in gear. :-)

People read to be entertained and/or educated. And when it comes to the art of sharing information as a part of your business, including BOTH parts are important.

Listen to me carefully. This is the "ultimate" mastery of your craft -

To teach readers something desirable to them in a way that they find enjoyable.

That's the goal. Put a great big bull's eye right there. And fire away.

So, let's talk about some specific practices for each of these two components. How can you make your content entertaining? How can you make it educational?

Content Component #1: Entertain. There are many, many ways to make your writing a form of entertainment. Briefly, let me point you towards 6 methods of engaging your reader and making the consumption of your content an enjoyable experience for her...

* Analogies. A great way to get your content flows for a few analogies to use. That is, you compare one item to another item. Sure did, I would have said

* Sense of humor. A small smile much when it comes to the fun element of reading. Most people like to laugh. (My apologies, you who do not like to laugh. You can skip this point, immediately marked as "no sense of humor"). Earlier, I ask Tiger Woods to build comedically metaphor by adding, "They like the swing Maibu Lang, then fluctuations in 5-iron." It will give them the opportunity, you naturally make reading experience more pleasant. Does this mean that you should make every effort to Jay Leno? Of course not. It just means that when you have a chance to say, in such a fun thing to do. Do not use too much humor and away from the offensive humor, but by all means to easily insert the fun of application.

* Acronyms. Another idea is to organize your content by using an "acronym". I've used many in the past: "How To Keep Affiliates A.C.T.I.V.E. In Your Program", "How To S.E.T.U.P. A Web Site" and "How To I.M.P.R.O.V.E. Your Writing" are just a few. In these instances, the words "Active", "Setup" and "Improve" were used to reveal the various parts of the content. Not only do people love them (I've always gotten great feedback), but it also allows you to have something original that is uniquely yours.

* Storytelling. In a recent paid report I wrote, I opened with a story about me selling Grit newspaper back in the early 1980's and I tied it into the fact that this was an early form of the modern affiliate program model. A good story always engages the reader. Especially when it is relevant to the point being made. Keep them short (don't launch into the great American novel - this isn't Hemingway for crying out loud!) and lively and they'll only enhance your writing.

* Editorials. Opinions are like noses ... everyone has one. So, why not share yours? To be sure, you may want to steer clear of any controversies that might damage your reputation and business, but don't be afraid to get personal when you write. Many times I've mentioned my faith in Jesus Christ in my content. I've jumped up on my soapbox and preached about using integrity in your business dealings. I've gave my thoughts on a variety of issues that were relevant to what I was writing. And, you know what, it always gets the reader more involved in the process of consuming information. Either they agree or disagree (sometimes strongly) with what I'm saying, but they continue reading because editorials are interesting. Share your thoughts.

* Revelations. A simple way to get someone reading deeper into your content is to make a statement of something you'll be sharing later int he content. It's so easy to do. If you read back to something I wrote earlier in this article, you'd find this statement: "Before I explain how to weave both of these components into your content, let me first explain the reality of why these components are necessary in the first place." Do you see how that works? I set the table for what I'd be revealing shortly. I whet your appetite. Consciously or (more likely) subconsciously, you got the point that something desirable was coming later in the article. This isn't a new concept. Think about every newscast you've ever watched: "Coming up later in the hour, we'll show you how..." and "Up next we'll share..." Building interest breeds enjoyment -- especially when you deliver the goods later in the content.

So, those are just a few ways you can "entertain" your readers and make the consumption of your content an enjoyable experience.

But, what about the other component? How do you "educate" them? Let's take a look.

Content Component #2: Educate. Certainly writers of all shapes and sizes know that the essence of "educating" a reader is to explain the subject matter in a way that can be clearly understood. That's a given, right?

And certainly there are many ways to do this effectively. There isn't a standardized formula that all content must adhere to in order to get it right. However, I do believe that there are three basic parts that should be included in virtually every piece of content written as far as those involved in selling information.

* Action steps. If someone on the intention of the learning process, they want to know that it involves the necessary steps to complete. For example: If I want to learn how to do a cake, I do not want ingredients instructions ", which mixed list." I want a detailed, how to do it step by step from the one listed in chronological order. Of course, not all of the content is "tutorial" (do not you read in a very step by step lesson format), but when applicable, always explain the order, reasonable steps to do. Preferably in the nine or fewer steps, in order to avoid this process is extremely difficult to complete.

* Brainstorming. Two of your favorite words as a writer should be, "For example". The missing element of most information products and associated content that I've read is the use of "examples" and "ideas". Most people present some information and then leave it to the reader to figure out how to apply that information for their own use. That's usually not a good thing. Instead, it's important to provide as many different examples, case studies, ideas, etc. as possible to give the reader a good idea of how to accomplish what you're suggesting. For example (Hmmm, bet ya didn't see that coming, huh?): I could have simply said, "You need to entertain your readers" and "You need to educate your readers" and left it at that. Instead, I've been giving examples and ideas for doing each of these things. More than just information, readers crave application. They want to see the content in action; they want to see how they can use it themselves.

* Tips. Everything you write should include the tips. Everything. Tips come in many shapes and sizes: key, tactics, techniques, methods, techniques, options. Since many of these, as you state in your letter, the better. All it takes is a good idea that you have to meet together on the reader. If you love shares 10 ways to XYZ and 7 clicks with the reader, they will. It does not matter what you write, the content, they are happy because they learned something useful. Tell as many different tips on how to. Your readers will thank you later. Well, be dazugewinnen the grateful customers.

So, there you have it, the two key components of your content. Don't forget the goal with these:

To teach readers something desirable to them in a way that they find enjoyable.

When you begin to build THAT kind of content into your websites and blogs, you'll have a site that will do more than impress the search engines, it will impress those who arrive at your site and take a look around.

Never forget this truth: search engines don't buy what you're selling. People do.