Simulate a conversation in your writing
For some reason, business owners think they have to shout in their marketing. I don’t know why, but I suspect it’s from watching too many local mattress and car commercials on television, where the owner is super excited for no reason.
FREE GIFT!
Are you STRUGGLING to FIGURE OUT how to MAKE BIG MONEY ASAP?
FIND OUT the secret to getting slim, hot and rich in 30 minutes a day!!
You know that relative or acquaintance who TALKS SO LOUD ALL THE TIME IT’S REALLY GRATING TO BE AROUND HER… AND YOU JUST END UP TUNING OUT AS SHE GOES ON AND ON AND ON ABOUT HERSELF AND WHAT SHE THINKS YOU SHOULD DO WITH YOUR LIFE???
That’s what many folks do with their marketing.
Which is why I say: put the bullhorn down. Step away from the CAPS LOCK. And put the exclamation points back in their box.
The real trick to marketing as a service professional isn’t to be loud or pushy.
It’s to turn the volume down and master the art of connection. (Want a tip for doing it? See “One of My Favorite Writing Tips of All Time”)
What we’re really doing when we write a homepage is having a conversation with our potential clients. That’s why it’s so important to use your voice to express who you are, and how you can help your favorite clients of clients.
And that’s also why it’ so important to know who your favorite clients are, too. And what challenges they are facing (or what dreams, problems, or aspirations they have).
Because you need to be able to simulate a conversation in your writing.
How do you do this? It takes practice. But remember, you weren’t born knowing how to walk. Or ride a bike, for that matter. You learned.
Same goes for writing your homepage.
One of the first lessons I teach my students is to stop writing to a group of people. And to imagine one favorite client (even if you haven’t met her yet)… and start “talking” to her in your writing.
You don’t yell at your favorite client when you’re talking to her, do you?
I SAID: you DON’T YELL at your FAVORITE CLIENT when you talk to her… DO YOU?????
So why not take the voice and conversation you have with her, and just write it down?
Chances are, you already know what she’s working on. What her dreams are. What she’s learning how to do. Why she wanted to work with you in the first place. And what is really challenging for her.
So, put that into your copy.
Want more tips and AHAs about writing your homepage? Join Stella for a no-cost training call “Clear as a Bell: 3 Simple Steps to Writing a Homepage That Makes Your Cash Register Sing” on February 22nd at 8pm EST. For more information and to register, go to: http://tinyurl.com/7zyrlnb
Mighty thanks to sky_sd’s Flickr photostream for the lady.
Posted February 21, 2012 at 1:54 pm | Permalink
Thanks for writing this. I really can’t stand it when people put things in all caps for no good reason. It really does give me the impression that they’re yelling at me. And it’s annoying. Great article, Stella.
Posted February 23, 2012 at 11:20 am | Permalink
Lainie,
Sometimes we forget ourselves in our own enthusiasm and passion about what we’re talking about. But yep, had to get on my soap box for this one. THANKS FOR READING! (Yes, I am shouting atcha).
/st