What's in this issue: Visit Our Website, Get It In Writing
- Welcome to Your Words, Your Business
- Check It Out - A Copywriting Do-It-Yourself Guide
- Get It In Writing Quick Tips
- Get It In Writing Inspiration
Perhaps when you were in a high school or college English or writing class, your instructor talked a lot about “finding your voice.” In creative writing and other more personal writing styles, finding and using your own voice is very important.
But… (and you knew there would be a ‘but’), your personal voice has no place in your marketing copy. No place.
Now I know what some of you are saying: “My business is all about me and my expertise, if I don’t tell people about me personally then I’m not telling them the whole story.” Or, “only big companies have no personal voice, but we entrepreneurs and small business people rely on our own voice to get the clients we need.”
Here’s my answer: the no-personal-voice-in-your-marketing rule applies to all of you. No exceptions.
Focus on what you are selling and why your target market should be buying from you. Focus on that with laser-like precision and stop focusing on what you should not be doing. (And the things you should not be doing, as far as copywriting, include going on and on about your history, your personal story or your passion. Focus on what you are selling and why they should buy.)
I promise you your copy (and subsequent sales) will be SO much better and more effective. Try it and let me know what happens.
Yours In Success,
Allison Nazarian
→ Is your marketing budget limited?
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→ Do you like to write, but just need some guidance and tools to write for marketing?
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You’ve heard this before, certainly if you have followed me for any amount of time. But practically, what does this mean? Start with these three rules::
1) Stop with the stories! And by stories, I mean YOUR stories.
I know this may be hard for you to hear, but no one but your mom or your spouse and maybe your next-door neighbor cares about you.
Don’t waste your breath, or your words, on your passion for the business, the day you realized that this was the business for you, what year the business was founded (only inasmuch as that relates to your actual experience or expertise) or how you organization works internally (e.g., we have six divisions and three VPs).
2: Once and for all, stop the platitudes, jargon and empty words.
Anything that remotely sounds or feels like “blah, blah, blah” is just that – fluff, nonsense, a waste of space. (Again, if you think this doesn’t apply to you, think again! All of us, and I mean ALL of us, myself included, are guilty of this.)
3: Forget what you think you know.
Discussing and explaining won’t get you far. Don’t even try to explain that you got started because you wanted to offer something not previously offered or that you knew you could do it better.
SHOW your audience that you understand their problems and challenges without a whole lot of padding or other word-based nonsense. Address these problems and challenges directly, practically and expertly.
You need to share what you know and what you offer in a way that clearly demonstrates that your service/product/expertise is the bridge between their problem/need and a satisfying solution.
(Excerpted from my e-book: Take The Mystery Out Of Marketing Your Business: Proven Techniques To Increase Sales, Credibility & Visibility)
“The secret of getting ahead is getting started.”
– Mark Twain
