Internet Marketing

Speaking to your Readers on a Personal Level

Posted on 08. Oct, 2009 by Dennis in Internet Marketing

In the world of business, writing is often cold and impersonal. Contracts, job descriptions and other important documents require a great deal of formality. But when it comes to sales copy, that type of writing just doesn’t fly.

Most copywriters have been exposed to the concept of connecting with prospects on a personal level. But it’s easier said than done. This is especially true for those who are accustomed to writing reports and other documents that are less personal. When it comes time to write a sales letter, they tend to focus on the product’s features and write from the perspective of the company rather than an individual.

A good rule of thumb is to write as though you were writing to a friend. Stay on topic, and remember that your objective is to sell, but write like you know the recipient well enough to be informal with him or her. If it helps, imagine that you’re trying to sell the product to a specific person who you know well, and who fits into your target market.

Here are some other tips for making your copy more personal.

* Avoid using the words “we” and “us” as much as possible. They give the impression that the writer is a faceless corporation instead of a human being. Instead, use “I,” “me” and “you.”

* Use a salutation. You might not be able to use the visitor’s name if it’s an online sales letter, but you can still get personal with it. For example, if you’re selling an eBook about scrapbooking, your salutation could read “Dear Fellow Scrapbooker.”

* Include a photo of yourself at the beginning of the sales letter. It’s much easier to make the reader feel like he knows you personally if he has a face to go with the name.

* Write about the benefits that the reader can expect from the product rather than listing features. Your prospects are interested in knowing what your product can do for them, so take it upon yourself to let them know.

* Include your handwritten signature at the end of the sales letter. Even if it’s on a web page, a signature lends a personal touch. And it’s also considered as proof that you stand behind what you’re selling.

Copy that engages your reader on a personal level is copy that sells. So don’t get caught up in being ultra-formal or grammatically perfect. Just write as though you know and understand the reader.

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