As you may have noticed, the Internet’s a crowded place. All it takes is a simple Google search to discover that you’re a small fish in a big pond. So how do you gain relevance in this type of environment?

You have to find ways of appealing to your readers. You need to know and understand where they come from, and write the type of content that resonates with them.

Here are a few tips for writing the type of content that resonates with your audience:

  • Emotional Appeal—People frequently base decisions on emotion. We’re hard wired for an emotional response first, and a rational response second. Your readers have a problem, and it’s up to you to help them solve it. If you convey this truth in a way that makes us laugh or makes us cry, you’ll always garner a stronger response.
  • Show Empathy—Some of the most powerful words in the English language are “you are not alone.” Show your readers that you identify with them. Show them that they have company on their journey. Solidarity is a powerful thing.
  • Tell Us A Good Story—People don’t fall in love with spreadsheets (or if they do, they’re probably a special breed of accountant). Stories draw people in. We love to watch people in a struggle for something they want. Remember, your readers are with you by choice. The more entertaining you make our stay in your corner of the world, the better.
  • Make Our Lives Better—Your product or service needs to improve your readers’ lives, and you need to be up front and transparent about exactly how. This means clear copy, with a strong message. From there, your readers need to understand exactly what you want them to do. There is no substitute for a clear call to action.
  • Get A Little Personal—Anyone can rewrite the tips they’ve found on another website, but your readers expect that you actually know a little bit about the subject. So tell us what you think. Tell us a personal account about how one piece of information worked or didn’t work for a client. Tell us why you completely disagree with a staple piece of industry advice. Remember, you’re the expert.

It’s the likeability and trust factors that your readers are after. Everything you write online directly represents your business. So communicate with care, and put a little effort into appealing to your readers.


Written by Matt Brennan
Matt Brennan offers corporate writing services to businesses and organizations. He’s been telling stories for more than 10 years.