Magnetic Marketing Copy; Writing from a Position of Partnership
Do you ever feel sleazy or inauthentic when you write marketing or sales copy? Like you’re pushing people, rather than pulling them in? I know I have. Let me tell you a story. A few years ago I wrote my first sales letter for my business. I’d written sales copy before, but always on behalf of clients, and I quickly learned that doing it for myself was very different. Even though I knew what made copywriting effective, I had trouble writing in a voice that felt like me.
And let me tell you, the sales letter was a complete train wreck! I recently pulled that letter out and read it and thought, “What was I thinking?” It sounded nothing like me—it was jazzy and hypey and really not good. No wonder the letter didn’t sell anything!
Many writers face this same challenge—they think they need to set their natural voice aside and put on their salesperson hat to write marketing and sales copy. But that’s the completely wrong approach. Your copy will work (and feel) much better if you kick the salesperson out and write from a position of partnership instead. In other words, you’re not just trying to make money; you’re trying to help people by providing solutions that will make their lives better.
When you come from a position of partnership, your readers will know you’re there to help and they’ll naturally be drawn to you and your products and services. Whether you’re writing web copy, a sales letter, a special report, or whatever, consider the following tips for making your copy authentic AND magnetic.
1. Be Confident
You are the leader or expert, and if your readers do what you say, their situation will improve. I don’t have to tell you this, but make sure you don’t forget it as you write. It’s easy to get a little wishy-washy because you don’t want to feel pushy. But keep in mind that people want to be led. If you can lead them, they’ll often be more than willing to follow. So be confident and write with authority.
2. Be Yourself
What’s the one thing you have over all your competitors? You. You have a unique personality and outlook that makes you different from everyone else. Sharing who you are, flaws and all, with your readers helps them identify with you and your story. What mistakes have you made? When did you look foolish? And how can you help your readers avoid that same situation? Adding tidbits about yourself to your marketing copy will naturally attract people to you.
3. Give Good, Useful Information
Being seen by your readers as a resource is one of the most important things you can do to build trust. And when you give good information, they will only want more. This is particularly important for the content that you’re giving away, like articles and lead generation reports, but it also applies to things like web copy and brochures. Even if the underlying point of the piece is to sell, think about how you can make it helpful.
4. Tell Your Reader Where to Get More
Whether you want the reader to sign up for your e-zine, comment on your blog, or buy your book, you have to tell them. You can write a compelling marketing piece that keeps readers hooked through to the very end, but if you don’t end on a strong call to action, then all that good writing gets wasted. So don’t be shy. And don’t worry about being pushy. Come right out and say what you want your reader to do to get more of what you have to offer.
Writing Your Magnetic Marketing Copy
If you’ve been communicating with your clients and leads for any amount of time, they’ll know when you’re wearing your ugly sales hat. And if you’re anything like me, you’ll read that sales letter later and roll your eyes. But your marketing voice and your natural voice can be one in the same. When you use these tips for writing from a position of partnership, you won’t have to push—your readers will naturally be pulled in.
Have you ever written a regrettable sales letters? I’d love to hear about it, so leave me a comment.
About the Author: Melinda Copp helps self-employed professionals, coaches, consultants, and speakers write and publish to establish expertise, attract a following of ideal readers and clients, and make more money. Sign up for her weekly writing and marketing e-zine , and get a free report on writing to grow richer!