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Write Like You Talk…
I’ve been getting some great feedback on my 17 Point Checklist for getting your direct mail message read. This week I want to tell you about one that is one of my favourites… the 5th Point which is dear to my heart.
That’s because, this is possibly the easiest of the lot to master.
No testing, no measuring, no getting inside the head of your prospect and figuring out what their most burning, deep down dirty desires are… Now don’t get me wrong, these are all VERY important. But let’s face it, they’re not always the easiest things to figure out purely because of the complexity of human needs and desires.
But this one’s easy. Because you don’t need to do any of those things. All I’m asking you to do this week is…
That’s all there is to it. Be yourself. No fancy act, no sucking up (in fact you definitely DON’T want to do this when being yourself. I’ll tell you why in a second), no pleading, no badgering… Nope.
What I want you to do is…
Write like you talk!!
Sound strange? Well it’s not when you think about it. All day every day you’re being yourself, interacting with the the people around you, talking to customers, joking around and having a laugh. This is you, this is who you are. People respond to you and of course, if what you’re selling is any good (and sometimes even if it’s not), people buy from you!!
I’ll say that part again… people are buying from YOU.
So… why do you suddenly want to be someone else when you’re sending them direct mail to offer them more ways to do business from you? If they’ve already bought from you before, won’t they be predisposed to buy from you again? After all, they’ve already told you they like what you’ve got once, by handing over their hard earned cash!
But unfortunately many business owners feel a need to get all up-tight and professional when writing copy to their clients (known as “copywriting”). Which is great if you ARE up-tight and professional and this is what people want to buy from you.
But what if you’re not?? Well, then get personal. Open up to your clients. Let them know more about you and maybe even… connect with you on some level! You’ll be surprised how people respond. It’s like a breath of fresh air when they read through their mail to find…
A real person! Someone, just like them!!
In fact what you’re reading right now is just how I would be speaking to you if you were standing right in front of me.
And do you know what? Some people don’t like it… They’re the ones who unsubscribe and tell me they don’t want my emails anymore. Which is a shame, but it’s also a good thing – because they are the people who don’t want what it is I’m offering, and wouldn’t buy from me anyway!
So why waste my breath?
The important thing to remember here, is that you are marketing to a niche. A group of people who need and want what it is you are offering, enough to pay you for it. And for as many people as you turn off through “being yourself” for whatever reason, there are more who love you for it! And will happily do more business with you than the others combined!!
Anyway I’ve said it before and I’ll say it again… If you manage to offend some people and get negative criticism, then you KNOW that your marketing is working! Because that means people are actually reading it!!
So what I’m trying to say here is, don’t make life hard for yourself – just be yourself and write like you talk. Your clients and prospects will love you for it, and come back to do business with you again and again…
All the Best,
Committed to Elevating the Financial Wealth and Wellbeing of Society
Through Entrepreneurial Excellence and Guilty of Conspiracy to Create Capitalism
P.S. If you’ve missed any of my previous Rants on copywriting secrets, I have them all available for you to see on my website.
Simply go to www.rebelliousrant.com and enjoy!
Posted on April 24, 2009 - 04:37 PM- Updated on April 24, 2009 - 04:37 PM
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