"Just like me... they long to be... close to you..."
Okay, okay. Some of you may be too young to remember this 70's hit, but hear me out...
Because there's a whole lot of wisdom in that one line from the Carpenters' 1970 smash hit. And it has absolutely nothing to do with birds suddenly appearing every time you are near.
Let me explain...
I'm a pretty private person. I like to get started, focus on my work, and keep my personal business... well, personal.
But over the last year or so, I've been slowly cracking the door open and letting everyone have a peek at my life outside the office. And there's a reason for that.
Back when I was first dipping my toes into the Internet marketing waters, I read an article on copywriting by Rich Schefren. Rich is one of the world's best small-business strategists, and knows a thing or two about what it takes to be successful.
I knew nothing about Rich prior to reading his article. I learned that he drives a Maserati. And that his daughter is the "cover girl" for a popular supermarket item? And that he absolutely STINKS at tennis? He went on to explain why these "trivial facts" are important... and how they can help YOUR business grow.
And I was enraptured by Rich's teachings. His breakthrough ideas on writing sales copy were instrumental in my initial success online, and from time to time I still I refer to the notes I took from that article whenever I need a copywriting boost.
For instance, a couple of months ago...
I was at home working on some copy, and I quickly glanced at those article notes to get a kick-start.
What I got was a kick all right - a kick in the HEAD!
These are the exact words that popped out at me in all caps and yellow highlighting:
YOU ARE MAKING A HUGE MISTAKE IF YOU ARE NOT PERSONALIZING AS MUCH AS POSSIBLE.
Ever had an epiphany?
I did. I suddenly realized how closed and impersonal I had become in my sales copy, and how I had alienated many of my readers because of it.
I realized that, no matter how I may feel or think, in order to become a trusted advisor to my prospects and customers I needed to open up about myself, about my family, and about my life outside of business activities. And if I opened the curtain a little, they would most likely respond very positively.
In other words, Rich Schefren reached out from that sheet of paper, slapped me upside the head, and said: "Yo, Buckner... take a lesson from Karen Carpenter. They long to be 'close to you.' So LET 'EM!"
I made a vow right then and there that I was going to create a stronger bond with my audience.
So I started focusing more on empathizing with them, understanding their situations, feelings, and motives. I dug deep to find out what kept them up at night... what gnawed at their very core... and how my products could help solve that problem.
Then I immersed myself into their conversations. I studied the forums and social networking sites they frequented. I made note of the buzzwords they tossed out. I wanted to learn the language they spoke so I could talk to them more effectively on their level.
Finally, I just tried to be myself. I know that sounds overly simplistic, but it's so crucial. Because we all know people who tried to be someone else. And they failed miserably because there was no truth or integrity in anything they said. So I let my personality shine through a lot more, making a point of telling my readers about the little things - not just the big things - that affect how I live, work, and play.
And guess what? The response was AMAZING! My subscriber rates went through the roof, I saw significant increases in sales, and my "likeability" factor was suddenly off the charts. All because of this shift in my copy.
What about you? Is your copy stiff, stale, and lacking in personality? Are you pulling your prospects and customers "close to you" with your e-mails, sales letters, and blog posts? Or are you pushing them further away?
Because in the words of John Carlton, one of the top copywrighters around, "Good copywriting is like sitting down, cracking a beer, and shooting the sh**." I don't know how to put it any better.
If you can integrate this mindset into your copy, you'll create a stronger bond with your prospects, customers, and subscribers. As a result, you'll make LOTS more money (and get a lot more enjoyment out of being a copywriter).$
[Ed. Note. Ray Buckner is dedicated to helping you take control of your financial future with a web-based business that you can operate from anywhere in the world – including a coffee shop, your kitchen table, or anywhere around the world where there is Internet access. Discover how you can achieve the American Dream and your financial independence here. You’ve never seen anything like this before.]
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