Readers come in two types: just readers and those who read and take action. Learn how to write to increase action and impact your bottom line.

1. Online Writing In 30 Minutes
October 19, 2011
“Informational or Actionable: How To End Your Blog”
Blogtalkradio.com/terristurner
Wednesdays - 1:00 pm CST

2. Informational Content Can:
• Increase brand awareness
• Build customer loyalty
• Generate leads
• Promote website traffic
• Share and validate thought leadership
• Nurture past, current and future customers

3. Informational Content Cannot:
• Close a sale
• Guarantee increased revenues
• Bring more clients/customers
WITHOUT ACTION, FOLLOW UP AND MORE ACTION

4. 1. Start by writing to
• Educate
• Entertain
• Engage
• Enrich experiences

5. 2. Be sure content is written for reader by
addressing:
• What is the problem (pain, predicament)?
• Why hasn’t this problem been solved?
• What is possible?
• What is different now?
• How can I save reader time, energy and/and
money?

6. 3. What should you do now?
ASK THE READER TO TAKE ACTION WITH A
CALL TO ACTION.

7. 1. Call To Action Best Practices
http://terristurner.com/training/call-to-action-
writing.html
2. Design for ASK. Easily noticeable. Bold finish to
“Z” or “F” eye scan pattern.
3. When Old is New Again. The PS as a teaser
billboard

8. P.S. Thanks for all of the awesome comments
(bandwagon effect – comment like everyone else is!)
about my eBook guide! I just released a printer-
friendly black and white version for easy printing
(benefit), so you don’t waste your ink (another
benefit). If you haven’t gotten my eBook guide
yet, just enter your name and email below (ASK –
telling how to do it) to get it for free (another
benefit)! Killer content coming in the newsletter as
well (building anticipation – reason to check back).
Take care!

9. • State the Call To Action clearly
• Tell the reader
– what to do
– how to do it, and
– what they can expect once they have clicked, signed-
up, etc.
• Reassure readers of security and privacy
• Minimal hassle to fill out forms

10. 4. What Should The Reader Do Now?
• Pick up the phone
• Register
• Sign up
• Subscribe to RSS feed
• Click the link to go read something
• Click the link to buy something
• Ask a question
• Fill out a survey, vote
• Enter a contest
• Hire you

11. Ready to learn to write so your customers will buy?
Want one FREE instructional rewrite? Schedule a
meeting now.
Call: 913-406-8636
Email: terri@terristurner.com
Facebook: facebook.com/tstbusinessstrategies
LinkedIn: linkedin.com/in/terristurner
Website: http://terristurner.com/contact-terri