Be
Your Customer
Every once in a while I'm asked the best way to start writing a marketing piece. Is an outline best? A rough draft? A brain dump? The answer is: None of the above.
In fact, the best way to start has nothing to do with writing at all.
You're great, but stop being you!
To write effective
marketing copy, whether for online or print, you have to stop thinking
like you, the one inside the business, and start thinking like
them, the potential customers outside the business.
As I was starting this newsletter, I came across a list of 110 ways to improve your direct mail response. Intrigued (I mean, really, 110? There had to be some gems among all that gibberish!), I took a look. It went on and on about old school ways of literally tricking people to open your direct mail. Not once did it say anything about taking a step backward and thinking about the prospect's needs.
But without knowing what your customers or prospects want, how can you:
* Speak directly to them, about them?
* Empathize and earn their
trust?
* Create a compelling offer?
Sounds simple, but are you doing it?
We work with a lot of
different types of companies with one common trait: When we ask them about
customer pains, we usually get a pained look in response. Most clients are
really good about telling us what their product or service does, but
really bad at telling us why the customer should care. We end up asking
annoying, nagging, pressing questions but all for a good reason, to help
us craft great copy! You can do this internally too. Don't be afraid to
ask questions or challenge assumptions.
So if you've got your pen or keyboard fired up and ready to start writing that next marketing masterpiece, stop! Spend some time being a customer first.
Until next month!
Sharon
