Lead Your Reader

One of the biggest mistakes a freelance writer can make when writing a website’s content is an unfocused goal.

When a visitor happens upon your site, what do you want that person to do? Actually. A more focused goal would be, what do you want your visitor to decide?

The same thing goes for readers who cast their eyes upon your brochure, your advertisement, your sales letter or any other marketing material you create.

What decision do you want to influence your reader to make?

If you have a clear idea of this, you can create copy that steers that reader toward that decision. If you want the person to buy now, or request more information or opt into your subscriber list, or call your toll-free number, you have to make every word you write lead them toward making that decision.

This means you have to demonstrate the benefits they will receive when they make that decision, the consequences of not, and provide all the information they need to feel confident in such a decision.

Do readers always do what you want them to do? Hardly, so for longer copy or a website with many pages, you will need to establish secondary decisions as your objectives.

These secondary objectives are fall back decisions you want them to make. If they don’t chose to buy now, lead them to subscribe to your email newsletter. If they don’t chose to subscribe to your email list, lead them to bookmark your site. These fall back decisions do not require as much of a decision as your primary objective.

With decision-goals in place, your job of writing becomes easier and more focused:

  • You know what to leave out and what to put in,
  • You know what reasons to provide the reader,
  • You know how to heighten awareness of what will happen if they don’t act,
  • You can build urgency to act now,
  • You can show how alternative decisions can lead to painful results,
  • And, you can paint a happy, rosy picture of how much better life will be after the reader makes the right decision.
Without a clear decision-goal, your copy moves no one and accomplishes nothing. But with a clear goal, every element in your copy can direct your reader to make the desired decisions.

freelance copywriter, copywriting tips, ghost writer


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