As the author of the content, I generally try to think from the multiple perspectives that are relevant to the goal of my content before I start. First, I think from a school or business perspective. What do they offer? What’s the most important way to get this piece of content? And finally, what should the reader do after he’s recorded my message?
From there, I try to shift my perspective to that of the reader, who in most cases is a potential student. What are they doing? What are their challenges? How will the benefits of the college or program lead to quality education and, more importantly, to a career? What kind of call for action is most effective in helping them take the next step?
I think of these perspectives, like characters sitting next to one table talking. Why go through this imaginary exercise? To increase your readers’ trust, you gain credibility by securing your content with facts, testimonies, and other forms of data. But if you really want to engage your reader and maximize the use of data, it’s important to apply a voice to your content.
One simple way to inject a conversation voice into your content is to use the “us/you” voice. In other words: “How can we help you?”
Note the difference between these two statements:
-At ET University students will learn the latest tricks in their mobile home assembly. Those who are studying have the opportunity to study externally, completing a BMX bike tour through the moon.
-At ET University, you learn to call home by applying the latest trends in your mobile home assembly. And if you decide to study your career at our company, you will get a decisive professional experience from behind the handlebars of your brand new BMX bicycle, which you will experience at the full moon level.
Now I understand that the second statement is not only the “we/you” voice, but also more detailed. I almost fell and rewrote the first statement to include the same attention to detail. But I didn’t decide to illustrate a larger point.
The added description in the second example of course happened when I wrote down the first statement to include the “we/you” voice. When I started writing in a more personal voice, the additional details produced organically. “Cycling through the moon” has been “gaining critical professional experience that rises above a full moon…”
The main differences between the two statements, apart from the details, are as follows:
-Students will learn at ET-Learn at ET University
-Those who are studying can:
-And if you decide to study with us
By writing content in a more personal way, you increase your chances of creating a more personal connection with your reader. It doesn’t matter whether you get an MBA or a PhD. in psychology — your future students are real people with unique dimensions of persecution
A series of articles published in The New York Times examined the critical dynamics of the writing process. In the eighth and last article in the series, author Constance Vale has this to say about the impact a strong voice can have on your reader:
“A combination of addiction, sentence patterns, and the sound reflects the voice that helps a writer connect to a reader, and it turns the author into a narrator.”
My goal as a writer is to develop a voice that describes facts, guidelines, and other information in such a way that the content on the site becomes alive. For example: Why simply insert an accreditation declaration on your accreditation page and finish it? Why not add an introductory paragraph that talks directly to the reader about the importance of receiving accredited training? And perhaps a call for action after the legal declaration? This gives you the opportunity to connect with your reader to content that would otherwise be dry and impersonal.
By knowing our audience and speaking directly, we can make your content more meaningful and change even more lives through education.