On the list of 15 things you don’t know about me is the item, “I’m a volunteer for historical tour in Philadelphia, sponsored by a group dedicated to preserving the city’s amazing landmarks. I got involved 15 years ago and joined again when I moved back last year.
When you’re guiding a group of people around the city, surrounded by noise and traffic (we always say museum guide have it easy), you have to find a way to hold their interest.
Commanding attention – whether with a tour group, a workshop or a class, is all about creating energy.
Reading from notes? Energy destroyed.
Lively stories and anecdotes? Energy goes way up.
The same idea applies to creating your online persona, which is defined as the way others perceive your online personality. When your website, blog and sales letters radiate energy, your readers want to hang around – just as we all enjoy spending time around vibrant, high-energy people.
In fact, it’s a lot like guiding a tour group: you’ve got LOTS of competition for your attention.
To get started, here are 5 tips creating high-energy content that keeps readers riveted:
(1) Use strong verbs that carry emotional charges and communicate energy. Some marketer use verbs like Smash, Hammer, Develop, Master, Triumph, Crush.
Those words may not suit your target market or your own personality. You can also use words like Share, Collaborate, Communicate, Energize, Connect and Gain Insights Into.
Strong verbs are like spices you use in cooking: a little goes a long way but you’ll notice when they’re missing altogether.
(2) Create a show room, not a tea party.
Phrases like, “Welcome to my site,” and “Please look around my website” will signal, “I’m not really comfortable with marketing.”
Let’s face it. Your visitors know they’re welcome. They know you’re not doing this for fun. When you tiptoe around, they start looking for the elephant in the room.
(3) Paint word pictures.
We’ve all heard “Create your perfect life,” “Take it to the next level,” and even “Boost your business.” Those phrases can be effective, but why not challenge yourself to get the reader involved:
“Imagine yourself in a bookstore, standing next to your published book…”
You can be even more vivid:
“Imagine yourself signing your first published novel in the Miracle Mile Bookstore.”
(4) Make your artwork elevate your copy.
If you’re a sailing instructor, definitely include photos of sailboats, preferably with yourself in your instructor’s role.
But if you’re a business consultant, use photos of yourself working with clients. If you use stock photos of people, dig for photos you won’t find on every site. There’s one photo of a young woman with a laptop that seems to show up everywhere.
(5) Quote yourself — not Chopra, Gandhi, Kennedy, and other iconic figures.
They’re great people who are worth quoting … when you’re building a website in their honor. These folks are worth quoting. But on your website, we want to hear *you.*
One way to add energy to your website is with my high-energy Strategy Consultation: just one consultation will add energy to your marketing the way a single shot of espresso will power up your coffee. This is my most popular program – you’ll get a guided tour through your own website or sales letter, respecting the landmarks and digging deep for insider info most people don’t know about.