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- 3-2-1 Friday: Writing a great conclusion, improving your headline's CTR, and ICPs vs. buyer personas
3-2-1 Friday: Writing a great conclusion, improving your headline's CTR, and ICPs vs. buyer personas
Welcome to today’s issue of Efikó, a weekly newsletter by me, Dozie Anyaegbunam, with a focus on content marketing, writing, social strategy, and living your best life. THANK YOU for being here! I appreciate you.
Hullo, 👋
After successfully evading the virus that shall not be named for two years, the sneaky bastard snagged me.
The good thing is I feel good. I did feel a bit weak between Tuesday and Thursday. But it looks like I am out of the woods.
But the best part is I can party all through the summer without any care in the world. Apparently, you are immune for at least six months if you get the virus.
The rest of the family is good. The wife tested negative. Dodo is bouncing around like a colorful beach ball. Ronan did have a fever. But seems to have slept the fever away.
3 Things I learned This Week
i.
Writing a conclusion can seem daunting. Here are three pointers for getting it out of the way faster than you can say Ojuelegba:
Summarize the thesis or the central argument of your piece. And then end with a declarative sentence that compels the reader to take some form of action.
Throw in a stat that drives home your argument. And then, use the problem-agitate-solution framework to summarize your thesis.
Remind the reader what they stand to lose if they don’t take action.
ii.
I’ll be focused on improving our CTRs over the next couple of weeks. And so, I have been reading up on how to enhance headline CTRs. Here are some nifty pointers:
Make a firm promise. But don’t oversell - The definitive guide to increasing open rates and maximizing conversions from your emails.
Use unexpected or weird words in your title tags, so it catches the scanner's attention - Lessons from a repentant hacker about increasing email open rates.
Make it sound easy to read or seem scannable - 3 quick ways to increase email open rates (plus 6 examples).
iii.
This sounds straightforward. But it’s also one topic that trips content marketers up quite often. You shouldn’t write for your ideal customer profile (ICP). Writing for your ICP doesn’t allow you to get specific enough because that’s an industry-level customer profile.
Instead, you should write for a buyer persona. Writing for a buyer persona allows you to capture specific personality traits, frustrations, common objections, and all the nuances that make your content stand out.
2 Things I am Thinking About
i.
Trophies and awards are nice. But if you want to become great at what you do, the process is the real reward. Fall in love with the journey.
ii.
Averages can help set expectations and benchmarks, but we can learn very little from them. The low performers tell us what to run away from, and the high performers show us what to run toward. All in all, monitor averages; but don’t become them.
James Nord
1 Book Recommendation
I am currently reading How Will You Measure Your Life by the late Prof. Clayton Christensen. The first chapter is humbling - that’s all I’ll say at this point. Grab it and give it a read if you can.
Content Writing Jobs
I am also looking to hire an SEO writer. Send me a message if you’ve got the right chops.
All the best, folks. Could you please share with any of your friends/colleagues who might find this helpful?
Not Enough Writers
This weekend we have Jennifer Newcomb.
Jennifer Newcomb is the author of 4 books, 2 on collaborative divorce and 2 on creativity and overcoming procrastination. She's currently working on The Procrastination to Publication Workbook: How to Write and Publish Your Successful Nonfiction Book.
Her writing has been featured in The Washington Post, Globe, Mail, CBS, ABC, and Publisher's Weekly.
Do you have someone who would want to join the session?
Share the registration link with them!
See you all on Sunday.
If you would love me to review your writing and give you feedback, you can book a time here. Or just hit the reply button.
Thanks for reading this far. I am grateful!
Be good out there. If you can't be good, be careful.
I’ll be back on 4/15.
Dozie
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