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.
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