Sunday, September 15, 2019


How to Write Persuasive Content for the Web

In a word, “authentic” is the key ingredient to messages being conveyed through digital outreach. To avoid the corporate-speak that dooms many projects we develop a disciplined business coaching relationship with your team to reinforce the four critical components of Digital Outreach Content.


1. Consistency

People believe someone when there is consistency between their words and deeds. When businesses convey messages that fail to demonstrate a record of civic engagement citizens remain sceptical. To focus and remain consistent, our clients are trained to find oversights and eliminate contradictions that subtly plague their professional presentations and public communications.


2. Clarity

Business-speak, legalese, and double-talk intentionally lack the definitiveness that is necessary for others to accurately decipher the deeper meanings within a message. Research shows, however, that carefully spun “strategic communications” are no longer effective in achieving the public “buy-in” needed to get projects  approved. To maintain clarity, clients are trained to use authentic communication techniques to say what they mean more effectively.


3. Awareness

A poor understanding of the community and the people who live in it afflicts the quality and efficacy of public communications more than skill deficiencies. Digital Outreach is more effective than public relations because it contextualizes professional presentations and public communications with local issues, community history, and public demographics. To bring about more awareness about things that matter most to concerned citizens and decision-makers, clients are trained to listen for meaning and then apply what they have learned in their outreach work.


4. Access

Acknowledging a weakness strengthens trustworthiness—period! “We’re number two, but we try harder” is the classic case of straightforwardly admitting a weakness from the onset, which communicates honesty to the public. This creates a moment of power because instead of wasting time debating the merits of lofty claims your audience is focused on the stronger assets that your project brings to their community. To make public communications more accessible, clients are trained to admit their weaknesses and use them as another opportunity for growth.

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