When “Making Friends” Can Make You Serious Money
November 22, 2010
Filed under Email Copywriting
Dear Business-Builder,
If you ever hope to make it as an in-demand, highly-paid copywriter, there’s one thing you have to come to terms with first:
You are NOT a writer. You are a salesperson. Moreover, people HATE salespeople!
No one likes to be sold anything. Worse, they loathe the person who they think is actively trying to sell them something.
Yet, everything you’ve done until now – and everything you will do over the course of your career – is for the express purpose of making a sale.
So what does this mean for you?
It means that every time you put yourself (or your spokesperson) “out there” in an ad or sales letter, you’re starting off your relationship with your prospect at a tremendous disadvantage.
What I like to call a “psychic debit.”
They don’t know you, they don’t like you and they don’t trust you. All they really know is that you’re intruding on their busy life and are probably there to sell them something.
Fortunately, there are proven ways to overcome this problem.
One of the most effective is to come out of the starting gate faster than a racehorse on derby day and make friends fast! Also known in marketing circles as bonding with your prospect.
That said, here are 6 simple secrets for building a powerful, unbreakable bond with your prospect right from the get-go:
- Talk directly to your reader – Find ways to personalize every line of body copy and frame each sentence in a way that directly affects your reader.
- Use jargon in the RIGHT places – Using industry terminology in the correct way is a clear sign that you respect his intelligence and, most importantly, builds credibility.
- Use figures of speech to instantly enhance your connection – Colloquial expressions make your copy much more alive and fast-moving, infusing it with personality and energy.
- Strengthen your bond with the occasional obvious overstatement – For example, “some surgeons are so greedy, they’ll gladly cut a hole right through you – just to get to your wallet!”
- Beef up the conversational quality of your copy – Otherwise known as the “Barstool Principle,” it’s the idea that your copy must make your prospect feel like he’s having a conversation with a friend.
- Throw in valuable FREE information – When you provide valuable information as part of your sales message – before you ask for a single penny – it makes you immediately welcome in your prospects life.
There are dozens of strategies and techniques for striking up a personal bond with your prospect. But if you start with just these six, you can’t help but make your copy dramatically more personal and appealing!
This week’s Swipe of the Week is the perfect example. In fact, I’ve included two swipes this week – from NorthStar Nutritionals and Healthy Resolve – that showcase the power of writing in a conversational style.
Both were written by the same copywriter, who just happens to be one of the best in the business at writing with a personal and conversational tone.
With a little practice, “making friends” to make money can be second nature to you too!
Until next time …
Yours for greater profits,
Paul Maxey
Makepeace-Trained Copywriter
Supplement to THE TOTAL PACKAGE
P.S. You’ll find an entire chapter in the Quick-Start Copywriting System devoted to the six secrets listed above – as well as dozens of other tips, strategies and techniques for bonding with your prospect. And right now, during our inventory clearance sale, you can get the complete system for a full 50% off! Click here for full details.
Looking for resources related to this article? Try some of these.
Looking for more swipe files? Check these out.
Looking for past issues of The Total Package? Click here for our archives.
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