To Make Your Copy Sell - Make A Personal Connection
by: Karon Thackston
is, in it's most basic form, a salesman. You aren't there in person to
speak with the prospective customer so your advertising copy does it for
you. It answers questions, provides information and (hopefully) guides
them to make a purchase. But one thing in particular that gets
overlooked very often is the personal connection. This element is vital
in creating copy that sells.
"in person" sales process, a personal connection develops between you
and the customer. This link is extremely important in being able to
close the sale. Being able to create that same bond through your copy
makes all the difference in the world.
several tricks of the trade that pros use when writing copy that needs
to strike a chord. The most common - and the most neglected by amateurs
- is speaking directly to one person.
begin to write your copy, think of one customer at a time. In person,
you normally wouldn't speak to hundreds of clients at once. You would
usually speak one-on-one. Relay that in your copy.
writing, "Everyone will benefit from this new, improved cellular phone
because..." think of writing "You will benefit from this new, improved
cellular phone because..." By speaking to one customer rather than a
group, the message is personalized and becomes a bit more friendly.
A tactic I
like to use is visualizing a client. I continually think of this one
person as I begin to write. By targeting my advertising message and
language to that individual, I am able to write more of a "letter" than
an advertisement. I am also able to make the copy personal on an
Let me offer
you a few other tips that will help in making a connection with your
Use "you or your" instead
of "we or us".
Include personal examples
rather than general examples. If writing to hair stylists, include
examples specific to them.
Know your target audience
very well. This is the only way you will be able to communicate with
them on a personal level.
Write using the language
of your target audience. Include industry buzz words and jargon when
will feel an attraction to copy that reaches out specifically to them.
In a world where most advertisers are speaking to the masses, be sure to
give yours an advantage by speaking personally to those you wish to do
Most buying decisions
are emotional. Your ad copy should be, too! Karon is President & CEO of
Marketing Words, Inc. who offers targeted copywriting, search engine
copywriting, and ezine article writing. Subscribe to Karon's free ezine
at http://www.marketingwords.com/ezine.html or visit her site at http://www.marketingwords.com.
You can also learn to write you own powerful copy at http://www.copywritingcourse.com.
|About The Author
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