WHAT SAVVY MILLIONAIRE MARKETERS KNOW THAT YOU DON’T…& HOW IT COULD BE COSTING YOU A FORTUNE!
Salesmanship in print (and sorry to all of my valued female readers, I just couldn’t write salespersonship in print…just wouldn’t sound right okay?)
That’s what we’re doing when we write an ad or sales letter. We’re taking basic salesmanship and transcribing it on to the page. And that’s what millionaire marketers know that most people don’t.
When they take their message to the market, it’s complete, vibrant, and really connects with their prospects. It’s pure salesmanship. No matter what the media … print ads, direct mail pieces, websites, it doesn’t matter. The message remains the same.
And a lot of people don’t get this.
They get all “holier than thou” when they start writing … like they are speakin’ some kind of different language. There is no connection there, no empathy or under-standing or pure, unadulterated raw emotion. It’s like they forget they are there to sell!
So get this straight…
When you’re writing sales copy (you know, a sales piece that’s supposed to sell your product), write the way your target audience speaks. Sure, you’ll have to adapt your language to the different markets you’re selling to. But… And here’s the but.
Even highly educated people would rather read simple language than wade through page after page of long-winded nonsense.
So don’t use a ten-dollar word when a simple one will do. And remember, even if you are doing business-to-business writing, you’re still writing to a person.
So you’ve got to think of your ideal reader when you write. Picture this person in your mind … feel what she is feeling, experience what it’s like to be inside her head. Then and only then will you have a chance of connecting with her and ultimately selling her on your product.
Because it’s all about connecting.
How do you do this? Well one way to connect with your reader is by using “you copy.”
That is, you address the reader as ‘you’ in your copy.
For example, have you ever received a letter that starts off like this? (TIP: Here’s one way NOT to do it!)
We Are Proud To Release The XYZ Software Program.
Dear Business Owner,
We at XYZ technologies are proud to introduce to the market our latest state-of-the-art software. XYZ software is a user-friendly, sophisticated financial software for small business accounts receivable, accounts payable and general ledger application.
This type of crap crosses my desk each week! And do you know what? It’s complete nonsense, a complete waste of money for the company producing such drivel. Wow, they’re so far up themselves, so removed in their ivory tower, that it makes me wonder how they can stay in business. It’s just plain dumb.
I mean, what did they actually say? What the hell does it mean? Take this one…
“We are proud to release”… who gives a damn about what they’re proud of?
Show me what’s in it for me!
Show me that you know me; that you know what I want, what I need, and give me a compelling reason to keep reading.
So let’s see what happens when you write this from the “you” perspective. What happens when you connect with your reader and fully understand their present mindset?
Here’s how I would write it…
Attention Business Owners Who Are Sick & Tired Of Being Robbed Blind By Non-Paying Customers…
“How To Stop Non-Paying Thieves Ruining Your Business!”
Dear Frustrated Business Owner,
If you’re sick and tired of being used as a doormat by clients who pay late or not at all … if your business is hurting and cash flow is tight due to unpaid bills … and you need an easy solution to tracking down all those outstanding invoices, then this will be the most important letter you have ever read.
XYZ is a new software programme that helps you balance your books quickly, easily, and without any fuss.
Not only that, it shows you who owes what, how much they owe, and provides a series of proven letters that scare the hell out of late payees, effectively getting them to cough up the cash NOW and not later.
Plus, it also…
Manages your cash flow so you can see at a glance just how well your business is doing (no nasty surprises).
Gives you an up-to-the minute report on outstanding invoices so you can quickly notify non-payers.
And etc. and so on…
See how emotional this is?
See how I tap into what is already on the prospect’s mind?
See how different the copy reads when you take the “you” approach?
So the lesson here is this:
Write to one person at a time with emotionally charged language and write as simply as you can.
Forget the big words and don’t worry what your English teacher told you about grammar. Heck, she’s still teaching and tied to a job. You however, if you get good at writing copy, if you can master this craft, you can write your own pay cheque.
- 7 Tips For Writing YOU Focused Copy
- Sales Copy Is King
- So, you wanna write your own copy do ya?
- The Fear of Loss is More Powerful Than The Hope For Gain!
- The ONE Simple Technique to Closing More Sales
Pete Godfrey, The Wizard of Words, from rebel without a clue to one of the most in demand and highest paid Copywriters and Sales Strategists in Australasia… all with the power of his emotionally charged words that sell… Discover the “Secret Weapon” to increasing your Sales and Profits by downloading the valuable report "The Ultimate Copywriting and Marketing Secret" While you're at it, follow Pete on Facebook