How To Easily Turn Passive Readers Into Genuine Brand Advocates
How To Easily Turn Passive Readers Into Genuine Brand Advocates via @ckeckClick To Tweet
- Drive sales
- Generate leads
- Encourage conversions
Law #1: Use Surveys To Find Your Readers' Deepest DesiresThere are 5 major reasons people will share your content on social networks: entertainment, defining themselves, relationships, self-fulfillment, and supporting a cause. So how do you write content that helps people achieve their goals and define themselves to others? Many bloggers write from their gut instincts, this is a big rookie mistake. It is much more effective to just ask your readers about their own desires, hopes, and dreams. The biggest bloggers like Tim Ferriss do this on a regular basis. If you have a small mailing list and are just getting started, you might not get a lot of feedback if you ask people directly to tell you their hopes and dreams. In fact, asking people up front like that is generally ineffective (unless you have a big following) because people don’t often reply honestly with personal details like that to mass emails. But there’s a trick you can use to get high quality, actionable feedback even from a small mailing list: use the Net Promoter System. It’s a highly effective way to get 8–10 times more actionable data than traditional surveying methods.
Asking about hopes and dreams can be effective in engaging your audience.Click To Tweet
- Start a mailing list for your blog at MailChimp or something similar.
- Send an NPS survey with a system like Promoter.io or something similar.
- Follow-up with all survey responders using the NPS Follow-Up Cheat Sheet templates.
Law #2: Create Conflict And DramaA fair amount of blog posts are dry and boring. The most common advice to spice things up is by adding facts and data, but sometimes that will just make a post more boring. The trick to draw people in is to create conflict and add drama by telling stories. For example, popular blogger Neil Patel tells the story of how he learned new marketing ideas from scantily clad women: 10 Marketing Techniques That I Learned From Instagram Models. People share controversial, provocative, and dramatic opinions like wildfire. Give them something to talk about.
Controversial opinions are shared like wildfire. Give people something to talk about.Click To Tweet
- Make a list of at least 20 hopes, dreams, fears, and frustrations of your readers collected from the action item in Law #1.
- Think of 20 personal anecdotes or stories where you or a friend had similar dreams or frustrations for each one, and how you achieved the goal or overcame the frustration.
- Review previous blog posts to see if you can optimize them with stories.
Law #3: Train Your Readers To Be More ActiveDid you know subliminal messages are a myth? There is no scientific evidence that they work. That’s why the pre-show movie overtly shows you pictures of popcorn and coke. Because explicit messaging does work. So if you want people to share your content, you must ask them to. If you want people to join your mailing list, you must ask them explicitly.
Ask: It's how to turn passive readers into subscribers.Click To Tweet
- Make a list of 20 things you could give away: paper books, e-books, audiobooks, interviews, checklists, cheat sheets. Make sure they are hyper-relevant to your audience’s hopes and desires. Use LeadPages or similar software to have the giveaways lead directly to new email list subscribers.
- Get the KingSumo Giveaways WordPress plugin to run your own contests quickly and easily. Tweets and Facebook messages give people better chances to win.
- Personality quizzes are a great way to activate your passive readers. WordPress plugins like WordPress Viral Quiz make them easily to build. Add them to your blog and watch them convert like crazy.
Law #4: Create More Personal RelationshipsYou are more likely to actively engage with friends than acquaintances, so how do you make your audience feel like they are your friend? One way to create personal relationships is by telling personal stories (from Law #2), but there are more techniques for creating intimacy with your reader. For example, if I am talking to you as friends would, I would never say: “People should share the content if they like it” if what I really meant to say was “You should share my post if you like it.” It goes against what you learned in high school, but when blogging, use personal pronouns (like “I” and “You”) instead of impersonal pronouns (like “people should do this and that”).
Get personal with your #blog to build relationships with your readers.Click To Tweet
- Review your 3 most popular blog posts for impersonal pronouns (he, she, they, people, them, one) and see if you can replace them with more personal ones (I, you). This will give you a sense for how vigilant you will need to be in the future.
- Call or email your 5 best customers, and tell them you just wanted to make sure they were happy. Then ask them to tell you about the last big challenge they had and how they overcame it. LISTEN. Don’t interrupt. Write notes.
- Carefully read some of the popular blogs in your space and see what they do to draw people in. Do they use personal pronouns? Use QuickSprout to research their most popular posts and figure out how you can replicate that success.
Law #5: Tell Your Audience What To DoThe end of your posts will make or break how active your readers are. If you end with something typical like: “In conclusion, do X to get Y,” then your reader will happily close their tab and move on. But if you end with a call to action, then if they liked the post, they will know exactly what to do next. A simple and effective way to do this is with a postscript. Postscripts tend to catch people’s eye and are very hard to ignore. If you want people to share a post, you could write a post-script as simple as this one: P.S. If you know someone who makes this mistake, I'd love it if you shared this post with them. Thank you! It’s a non-invasive way to increase the virality of your posts. You can even auto-include it on all your WordPress posts if you use a plugin like Bottom of Every Post. If you use the SumoMe WordPress plugin, you can keep track for free of what percent of readers get to the end of your posts. On average, we find that half of our readers will read the whole post. By the time they get there, they will be ready to take an action. You just need to point them in the right direction.
- Think of 1 thing that has inspired you recently that wasn’t related to work, but tied into work (like Neil Patel’s 10 Marketing Techniques That I Learned From Instagram Models) and make it into a new blog post full of story and personal pronouns. End it with a P.S. that asks readers to share the post and see what happens.
- Combine postscripts with the giveaways created in Law #3 to make irresistible actions for your readers to take.
- Think of ways to make more content out of your most popular posts. For example, you could create slides and post them to SlideShare or record yourself dictating the post and make a podcast out of it. Then the action your readers can take is directly related to the content they just read.
How To Turn Your New Blog's Passive Readers Into Genuine Brand AdvocatesClick To Tweet