It’s About You, Not Me…
My friend Joel Bauer puts it best:
“Your ego is not your amigo”
Incredible advice on so many levels, not the least of which is with your marketing.
Because folks know I’m pretty handy when it comes to cranking out effective sales copy, I’m asked to give feedback on a lot of brochures, websites, sales letters, etc.
And one of the primary problems I see again and again is the use of the worst word imaginable:
“ME”
Look, unless you’re Criss Angel or Tiger Woods or Lady Gaga… nobody is really all that interested in you.
When you think of your prospects, visualize Homer Simpson sitting in front of the tube – dirty t-shirt, whitety tighties, and a beer on his belly. Homer doesn’t care about anything except what matters to Homer.
And deep down, that’s each and every one of us as well. We are all Homer Simpsons, focused on our needs first.
So what that means to you and your copy is that you must hammer again and again on the customer’s hopes, dreams, fears, and pain.
For example, I’ve seen stuff like: “longtime member of the IBM” — frankly, why should I care?
Whenever you make a statement describing your talents, etc., you should ALWAYS follow it up with a “and that means to you…” phrase. For example, “longtime member of the IBM, which means that you can rest assured that when I guarantee you will have the most memorable event ever, it’s based on someone who’s dedicated over 20 years of effort to the craft, and not someone who just bought a magic DVD last week!”
When writing copy, always frame everything in the perspective of benefits to the customer. What THEY will get. How THEY will benefit. Why THEY should care.
By developing this “YOU-Focused” mindset in writing sales copy, you will transform your promotional materials from mundane to monster performers.
It’s a small thing, but it’s exactly the type of focus you need as you keep moving forward.
– Jack Turk
P.S., Speaking of “monster” sizing your business, this coming Thursday at 6PM Pacific I’ll be interviewing close-up success wizard Lou Serrano on what he does day in, day out to keep his calendar full of high paying gigs. It’s going to be packed with great info you don’t want to miss, and it’s totally free.
So sign up right here, right now before lines fill up:
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