Yesterday morning I went to a networking meeting where I met a man from a local radio station, B101.5 in Fredericksburg. He was also the speaker for that day, and his topic was “How To Write Copy That Sells.”
Of course I perked right up, because this is a topic that is near and dear to my heart. This is the whole premise around building buyer personas, which I’ve covered several times in past posts (see Get Inside Your Customer’s Head – 5 Steps to Building a Buyer Persona and The Secret to a Successful Web Site: Knowing Your Audience).
It was such a relief to hear someone else talking about this for a change. Clearly this is an underlying principle in all marketing messages, regardless of the medium.
One of the statements on the handout was “Write your ad as if you’re having a conversation with your best customer.” In my opinion the key phrase here is conversation. When you write your marketing message you need to write it in such a way that your reader can connect with you. This is no easy task if you’re not a trained copywriter.
So pretending you’re having a conversation with your customer is a great way to get you in that mindset.
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