Scott Fish

Copyblogger has a great post today about how IKEA’s content and copy that they use needs a little bit of revamping.

Finding the correct path

When you visit an IKEA store, you are taken through a maze of products that may or may not be relevant to what you are looking for. Obviously, they think that there may be an opportunity for add-ons or special items that could be considered complementary, but in the grand scheme of things IKEA breaks one of the rules of copywriting, “give your readers relevant content in a way that they can easily digest it.”

Guiding your readers/users

Well written content has to guide it’s readers down a thought-path and place them at the end with a certain feeling that they have been told all the relevant content and if they haven’t been told everything, there should be tools to find out more. CopyBlogger gives this great tip: “Don’t make the reader digest more than a few sentences before the section objectives become clearly evident. Make sure that EVERYTHING you discuss is relevant and related to the topic of the paper or post.”

Finally, by bringing relevancy and engagement to a reader, you will have return readers or visitors. Persuasive writing requires engagement and strong pathway to be created for the reader.