Get More Clients by Making Your
Marketing Materials the Life of the Party
Have you ever been at a party or other social gathering
and heard people talking about a subject that’s
important or interesting to you, so you jumped in and
joined the
conversation?
Who hasn’t, right? Half the fun of social gatherings
is getting involved in cool conversations. And who knows...You
might learn something new or make new friends.
On the other hand, you’ve probably also had the
less pleasant experience of being involved in a fascinating
conversation, then having some (usually loud and obnoxious)
person butt in with comments that aren’t even really
on topic. Maybe they even
hijack the entire conversation.
Then what happens? Everyone who was originally talking
starts finding excuses to drift away ASAP.
Of course, at every decent sized party there’s
also almost always one person who spends the whole time
talking about themselves, what they do, how great they
are, etc. etc. ad
nauseum.
BORING! These folks can send you scurrying for the
bathroom or another drink in a hurry.
Sheesh, who wants to listen to someone blather on about
stuff that’s only important to them? And that’s
exactly what these last two annoying people are doing.
This all probably seems like a no-brainer right? Because
we’ve all been there.
What most folks don’t realize is that your marketing
materials can have the exact same effects on your prospect.
It just depends on whether they’re written to be
an interesting conversation people want to join in…Or
a pushy, obnoxious or boring monologue that makes them
run away.
Because here’s the thing...
- When you sit down to write your marketing materials,
you’re really getting ready to have a one-on-one
conversation with the person who’s going to read
them.
- It’s up to you to decide what kind of conversation
that’s going to be…
- If you make it sound like your typical, formal,
boring, all-about-me marketing, people aren’t
going to stick around to read the whole thing.
- If you make it into a pushy, overbearing, hyped-up
sales piece that talks only about what you think is
important, few people are going to want to read it
at all.
- But if you can slip into the conversation your prospect
already has going on in their head—and add something
interesting, useful or valuable—they’re
going to want to hear everything you have to say.
- So they’ll read every last word. And they’ll
end up liking you and appreciating the information.
In the best of all worlds they’ll even take action
by getting in touch.
- That’s why one of the best tips copywriters
often give is to write like you’re having a conversation
with a good friend.
Think about it this way...
Chances are you wouldn’t beat your friend over
the head with your point of view (because that’s
no way to keep friends around). But if you’d found
something you thought would really help them solve a
problem, fulfill a want or fill a need you’d be
sure to tell them all about it. And you’d let them
know exactly how it could help them and why.
That’s what your marketing materials should
do too.
So the next time you sit down at the keyboard to write
an ad, sales letter, brochure, Website text or whatever,
don’t be boring or pushy. Instead, try to sound
like the kind of interesting, smart, positive person
you’d enjoy meeting and talking with at a party.
Join in on the conversation by letting the reader know
you understand where they’re coming from. Then
offer helpful advice and tell them what they can do
to get, or learn, more.
If you’re struggling with this, instead of writing
try recording yourself talking to a friend about your
product of service. Then just transcribe the recording,
do a little editing, and you’re ready to go.
Master this with your marketing and I guarantee people
are going to want you to stick around. And once they
get to know and trust you, they’ll end up becoming
your clients or customers, and possibly even your raving
fans too.
Contact:
Stacy Karacostas, SuccessStream
Seattle, Washington
Alternate Sites:
http://www.marketing-junkie.com
http://www.smallbusinesswebsitebible.com
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