Here is a collection of my usual writing tricks to build engagement among readers. I have labeled them and used them in the proper order. Note the use of Pledge/Turn/Prestige in the intro, call-and-response, scene/sequel writing in the main body, and TAC in the conclusion. Using these tactics increases time-on-page, reduces bounce rate, and fosters click-through actions by your audience.
Introduction
[Pledge] Today I’m going show you how I use well-established psychological quirks to engage your audience and keep them reading until the very end of the article.
[Turn] These techniques were discovered and codified by psychologists, marketing researchers, and behavioral economists over the last fifty years. They play on our innate desire to see promises fulfilled, to have questions answered, and to interact as we learn. These techniques have been used by marketing professionals in boardrooms, in front of venture capitalists, and at shareholder meetings.
[Prestige] And I can show you how I will put these same principles to use in your content to build trust, convey authority, and foster engagement.
[Transtion] Let’s get started.
Body
So far we’ve seen how we, as humans, easily relate to a pledge-turn-prestige pattern of writing. When someone makes us a promise (or a Pledge) we immediately doubt it, but at the same time, we hope it will turn out to be true. This creates a small amount of stress for the reader.
So we immediately put that stress at ease with the Turn. The Turn is where we give proof of the efficacy of our pledged statement. You might have doubted that psychological quirks could engage readers, but after hearing about the years of research and development that have gone into these, not to mention the social proof that other marketing professionals use them, your mind relaxes a bit. The reader feels relief and with it, trust.
Now that trust is established, the Pledge can be restated in a more detailed, specific, and prestigious way. Hence its name, the Prestige.
Fun side note: these terms were adapted from stage magic where they refer to the three phases of a magic trick. The psychology remains the same.
[Call] But that’s just the introduction. You’re wondering about the body paragraphs. How does psychology help with long-form content? I mean, that’s a neat trick, but it’s good for three lines, tops.
That’s where the Call comes in. The Call often includes some sort of action. I might invite you to check out a resource or write down answers to some short questions.
These actions are useful because they can help the reader get out of their own heads.
[Response] This creates the feeling that you are having a conversation with the reader. Especially when you couple them with the Response. The response is where you sympathize with the reader’s thoughts and feelings. It shows that you are thinking about your readers as real people and that you are trying to understand their needs.
I know, I know. I asked you to read that resorce, but who has time for reading? We are so busy these days…
This builds even more trust. Readers feel seen and heard. At which point …
[Call] It’s time for another Call, for more action. Try to make reading these resources part of your morning routine. Try this: wake up, make coffee, set a timer for ten minutes, and just read…
This call-and-response coupling makes for relatable, endearing content that makes readers feel good. Adding this to articles with friendly, personable voices works best.
Now, I know what you’re thinking. A friendly personable voice isn’t right for my content. I need a more professional tone. The same principles apply, but with slight modification.
[Scene] When a professional tone is required, the use of the Scene and Sequel model is the best choice. Scenes do not “call” anyone to action. They describe it. This is how it is done. I am using my expertise to lay out, in clear language, exactly what must be done. Your personal trainer doesn’t politely request that you do more lunges. They tell you that need to do them to reach your goals. In effect, they lay out the scene for you.
[Sequel] Now, if this goes on too long, the article can start to feel too aggressive or robotic. Yes, we want expertise, but we want some humanity, too. This is what the Sequel is for. This is the moment to show the why. Yes, your personal trainer made you do those lunges, but as you are doing them, they explain the importance of dynamic core strength and how it will prevent lower back injury.
Sequels give your reader hope because now they can see the result of the Scene.
Scenes and Sequels alternate for the rest of the article. Until, that is, the conclusion.
Conclusion
No matter your voice, the best conclusions follow the TAC model. If your goal is to create engagement with your audience, this is how you get the conversation going. To do so you need three things:
[Transition] Now I want you to be honest with me here:
[Ask] Did you feel that psychological pull as you read these examples? Which ones hit you the hardest?
[Call to action] Let me know in the comments/Sign up for our emails and let me know/join our Facebook group and see what others said.
When constructed this way, long-form content moves readers along a narrative journey. Doing so engages readers on an emotional level and incrementally builds trust. That way, when the call to action is finally delivered, the reader is pulled by the emotional responses of curiosity and reciprocity.