What every reader wants to know...

Let’s talk about how you can make your writing more compelling which will make you more sales.

But first, let me share a little story...

If you have kids you’ll know what I’m talking about.

If you don’t, just recall when your parents did this to you.

Imagine for a moment…

Your stay at home partner has spent all day with a screaming, snotty face toddler.

While you were off at “work”, they were trying to prevent the little bugger from sticking scissors in the electrical socket.

Oh wait, that was me.

Anyways...

Once your kid reaches a certain age, you can use the “magical bribe” technique to your advantage.

You can say, “Son, if you want to play blah blah game, you first have to eat yur peas and carrots. And if you do that you’ll get this little treat.”

Just like dog trainers do. Don’t be offended...it’s true.

Now this of course only lasts so long.

After you’ve used this trickery a few times you need to change things up.

And as you’ll soon find out, you’ll need to do one very important thing.

To be clear...

If you give people what they want, they'll listen to you.

And when your readers or viewers are consuming your content, the little voice in their head is working hard.

Their trying to avoid hard work, and they’re also asking themselves a few questions.

And they are...

• Who cares?

• So what?

• How much?

• What's in it for me?

If you want to create captivating writing, you have to address those questions.

Now if you’ve ever studied how to give an effective presentation, these questions will be familiar to you. They are the same questions every audience asks.

Readers and viewers don't care what you want. They only care about what they want.

Every reader, every audience is the same.

Then there are other answers that you should know.

For example...

• What's in it for the reader?

• What are are the real benefits for them?

• What will he get out of my training or service?

• Why should he care about what you've written?

• What’s the quick and dirty?

If you can answer those questions, you’re going to be way ahead of your competition.

Think about this…

When you pick up a magazine, go through your email, browse YouTube or even go through your junk mail...

If the words don’t grab you by the neck in some way, you go right by it. Right?

Think about the newspaper...

Unless you’re retired or spend too much time on the toilet, you probably don't read every single page, in every single section do you?

You might take a quick peek to make sure it’s not for you, but other than that, you keep flipping.

You have to capture their attention immediately. But how?

You have to put your big feet into the other person's shoes and imagine what they want.

You have get out of your own skin and into your readers head space.

Don't give them what YOU want give them what THEY want.

For example, if you're offering something new, tell them about it in a way that appeals to them.

What situation are they currently in where your product or service could make their lives easier?

Just like you and me, your reader is selfish. All he cares about is himself. And why shouldn’t he. I mean the man has to live.

Another way to think about this…

When you see a group photo, (and you know you’re in the photo), whose face do you look for first? Yours of course.

Got it!

So before you start writing, first consider which stage your reader is in and where you can slide into the conversation going on in his head.

Try it out and let me know.

Chat soon,

Mike